2012 Guide to Successful Product and Technology Launches in Chemicals and Materials
As a result of over 10 years working with leading chemicals and materials, SpecialChem is pleased to share with you what we have learned as the main criteria for success in launching new products and technologies.Product/Technology launched does not meet the market need
Good product/technology but wrong positioning and/or wrong target
Excellent product but limited/no connection to the target ( market reach) – very common for new technology start-ups
Good market reach but no defined lead management processes or resources – common for companies with strong commodity background
Strong market reach and resources but majority of sales force focused on farming and not hunting – typical case of many large established players
In order to frame these criteria for success, it is important to first mention the historical reasons for poor results -- and sometimes horrific failures -- when attempting to launch new products or technologies.
Typical Reasons for failed launches:
3 key factors for success in new products and technology introduction ...