LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT
LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT

Summary/Abstract: This paper aims the difficult problem of creating new product concepts in the area of high-technology and innovation. Because of scientific discoveries and impressive development of technology, many companies compete for market supremacy on the technological innovations market. In a global market, which is currently in an economic and financial crisis, consumers make a new hierarchy of priorities in terms of expenditure and consumption. Therefore, companies that create new products must be very careful about 2 aspects, so the new product may not become a failure: the products positioning on the market and the target group which they address to. This paper belongs to the marketing area by bringing into discussion theoretical concepts, by analyzing the stages crossed by a company in the process of launching a new high-tech product and crossing the abyss in the product adoption process by consumers.

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