Emerging Technologies in Emerging Markets: Challenges for New Product Professionals
Gary S. Lynn, Joseph G. Morone, Albert S. Paulson · Engineering Management Journal · 1996
Developing and commercializing emerging technologies in emerging markets pose an especially difficult challenge for new product professionals. Conventional marketing tools that are typically prescribed to assist the new product manager are severely limited for this extreme form of innovation. This article presents study results and discusses which marketing tools work and which do not for this important yet vexing class of innovations.