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Products that address new markets with new technologies are the source of
future growth for established companies as well as for new ventures.
Yet, developing new-category products is a perilous undertaking. In this
talk, I define new-category products, describe three common pitfalls, and
prescribe several strategies for mitigating risk. Effective management of
new-category products is informed by the perspectives of diffusion of
innovation, engineering design, and the industry lifecycle. I illustrate
the key ideas with examples from several current efforts to launch
new-category products.
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Karl Ulrich
The Wharton School
University of Pennsylvania
March 3, 2004
3:30-5:00 PM
3M Auditorium Atrium
Carlson School of Management
University of Minnesota
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