NDLI: ¿Hay verdadera innovación en los lanzamientos de nuevos productos? Factores relevantes de éxito y fracaso en el caso colombiano

Content Provider	Semantic Scholar
Author	Rincón, Martha Lucia Cruz Castro, Raquel Puente
Copyright Year	2012
Abstract	El lanzamiento de nuevos productos es determinante para el crecimiento y supervivencia de las organizaciones; sin embargo, su tasa de fracaso es muy alta. El objetivo de la presente investigacion exploratoria es evaluar si los ejecutivos en Colombia aplican las mejores practicas para el lanzamiento de nuevos productos, sus dificultades en implementacion y el rol de la innovacion en este proceso. A traves de entrevistas a altos ejecutivos de mercadeo de doce organizaciones, se encontraron graves deficiencias en el conocimiento de las mejores practicas.
Starting Page	263
Ending Page	280
Page Count	18
File Format	PDF HTM / HTML
DOI	10.18046/j.estger.2012.1488
Alternate Webpage(s)	https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/download/1488/PDF
Alternate Webpage(s)	https://doi.org/10.18046/j.estger.2012.1488
Volume Number	28
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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