Why Products Fail

Article Abstract:

A study sponsored by Stanford University focused on the high technology industry and asked the question: what are the most important factors which contribute to the success or failure of a product? The key to product success, it was found, is the customer. The product must be valuable to the person who will be buying it. Although there are many complex factors which may not be under the direct control of a company there are things that a company can do to insure the success of its products. Both internal and external communication are of prime importance. Although many companies are quick to blame competition or the recession for their failures, products which succeed for the customer are successful products. While no one wants to fail, failure can be a good way to learn about success - for in order to succeed, risks must be taken, and these risks, though necessary, are not always successful.

Study and teaching, New product failure

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Shifting Gears

Article Abstract:

Anton Wilson and George Bauer marketed their high quality, rechargable video camera batteries to the camera manufacturers, and within a short time their batteries had become standard original equipment. Yet by 1981, Anton/Bauer saw its market begin to rapidly decline as buying budgets were cut by the recession. The company saw that it had to change its strategy, and decided that the battery replacement market was where they should be. But, they had to be careful not to alienate any of their customers, who were also in the replacement market. So, they began by asking permission to proceed with their plan. Once they had this permission they began to select a dealer network, and a detailed catalog. Their strategy seems to have worked, as 1983 sales increased by sixty-eight percent over 1982. The next challenges involve developing products, and anticipating market direction.

Analysis, Equipment and supplies, Markets (Economics)

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Pushing Products through the Pipeline

Article Abstract:

Frank Brady specializes in providing marketing services that require teaching the public. His service specializes in providing programs to promote a product. He develops a different program for each retailer. He trains retail salespeople and demonstrates the products and sales approach to demonstrators. Brady's salespeople encourage small retail accounts to spend cooperative ad dollars provided by manufacturers. He wants to work with manufacturers who work closely with their rep organizations.

Retail industry, Retail trade, Training, Sales personnel, Salespeople

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