Radical product innovations : competitive responses along marketing expenditure and pricing dimensions.

• Main Authors: Heng, Zu Xian., Ho, Dawn Pingping., Loke, Wai Mun.
• Other Authors: Lim Kui Suen, Lewis
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Pricing
• Online Access: http://hdl.handle.net/10356/15253
• Institution: Nanyang Technological University

Radical product innovations yield market expansion opportunities and possess great profit potential. Their introductions are also riskier compared to incremental product introductions. Managers must thus learn to foresee competitors’ reactions to radical innovations with precision and accuracy to de...