Fabrizio Di Muro
Dr. Fabrizio Di Muro, Assistant Professor, Business and Administration
Marketing an Innovative New Product? An Exciting Product Launch Could Hurt Sales
Should every successful product launch involve some sort of dazzling spectacle? A new study in the Journal of Consumer Research tells us that this might be a great way to market an upgrade, but a flashy launch could backfire if a new product is truly innovative. Read more….
