Marketing Networks: A New Entrant's Approach to Network Equity

Zerrillo, P C and Raina, R (1996) Marketing Networks: A New Entrant's Approach to Network Equity. In: Networks in Marketing. SAGE Publications Inc, Thousand Oaks, USA, pp. 205-220. ISBN 9781483327723

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Publisher URL: http://dx.doi.org/10.4135/9781483327723.n11

Abstract

The research and development team breathes a sigh of relief. They've done it, they have created a new product that offers greater performance with the added benefit of a lower cost. Sales has assured them that this new product is a “can't miss” winner. After all, how can it fail? Just look at the value proposition that such a product has to offer compared with its current rivals. But fail it may.
Too often, products that seem to offer exceptional value are unable to get a foothold in the marketplace.

Item Type:	Book Chapter
Additional Information:	The research paper was published by the author with the affiliation of The University of Texas at Austin.
Subjects:	Marketing
Date Deposited:	19 Jul 2019 09:10
Last Modified:	02 Jun 2023 05:44
URI:	https://eprints.exchange.isb.edu/id/eprint/1281

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