ABSTRACT

Launching a new product therefore involves a great risk to the company and management concerned. While the actual magnitude of the resources and effort committed to the project will vary tremendously from company to company, and industry to industry, when viewed in terms of the possible damage to the organisation's profitability, or even its chances of survival, the dangers will be

considerable.2 On the one hand no company, whatever its size or market , can afford not to launch new products reasonably frequently ; on the other hand , neither can it afford to have too many of these which fail to meet their set objectives.