Tag: Product Launch

New Material Commercialisation – Six Pitfalls to Avoid

I recommend that Marketing Managers and Product Managers obtain a copy of the The path to improved returns in materials commercialization published in “McKinsey On Chemicals” in which Michael Boren et al., (August 2012) describe six “failure modes” to be aware of in the commercialization of new materials and provide advice on avoiding these potential …

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Product Commercialisation

Pennog can help your business to develop a successful commercialisation strategy that identifies un-met market needs and focusses marketing communications on the benefits sought by the most attractive market segments.   A product launch that immediately generates big sales revenue is challenging, particularly in established technology markets with multi-player value chains. In practice, product commercialisation is often a “grey area” of responsibility between technicians …

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