Commercialization
Of the eight stages involved in the new-product development process, commercialization is where the rubber meets the road. A complete market strategy for commercializing a new product must consider when, where, how, and to whom the product will be introduced. While market-entry timing, geographic rollout market identification, and early adopter/heavy user/opinion leader identification is critical, it is the execution of the introductory market strategy that will ultimately spell success or failure. Apple Computer?s marketing plan for the launch of its iMac computer provides an excellent example of how to properly introduce a product into rollout markets.1
In a marketing scheme that draws close parallels to his 1984 release of the original Macintosh, Apple CEO Steve Jobs demonstrated his mastery at brining a product to market. Jobs? clear vision of the iMac?s critical path schedule, beginning with its dramatic May 6 introduction to the media, generated an excitement that
imac, marketing, market, release, product, apple, strategy, jobs, computer, apple?s, steve, rollout, return, plan, pc, jobs?, initial, identification, critical, after, years, wonka, windows-based, willie, whom, while, week, vision, value, user/opinion, unveiling, ultimately, tripled, timing, theatrics, sure
