Decision Criteria for New Product Acceptance and Success: The Role of Trade Buyers

by Vithala R. Rao, Edward W. McLaughlin, Vithala Rao

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Despite the rapid surge of new product introductions into the grocery product distribution system, relatively little is known about the process and acceptance criteria of trade buyers. In this work, Edward McLaughlin and Vithala Rao examine the crucial role played by trade buyers, and its place in the success of new product introduction. Their study integrates scholarly research and industry information as it explores the various processes used...

Format:Hardcover

Language:English

ISBN:0899305253

ISBN13:9780899305257

Release Date:June 1991

Publisher:Praeger

Length:208 Pages

Weight:1.03 lbs.

Dimensions:0.5" x 6.1" x 9.2"

Related Subjects

Agricultural Sciences Business Business & Finance Business & Investing Economics Engineering Food Science Industrial, Manufacturing & Operational Systems Management Management & Leadership Marketing Product Management Technology

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Decision Criteria for New Product Acceptance and Success: The Role of Trade Buyers

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