Abstract
Many of the current decision models in marketing are concerned with rationalistic theories. This is especially the case in the assessment of new products. Growing international competition, diffusion of innovative technologies and a shorter life cycle for many products have spurred considerable interest in developing decision models. The ultimate objective of these models is to determine which represents the most adequate venture for the firm.
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© 2015 Academy of Marketing Science
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Saar, S. (2015). The Assessment of New Products; Notes on a Theory Construction. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_116
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DOI: https://doi.org/10.1007/978-3-319-16973-6_116
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16972-9
Online ISBN: 978-3-319-16973-6
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