Lead users: a source of novel product concepts
Management Science
The invisible computer
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Developing and launch new products for new markets is risky and doubtful, and more often leads to confusion or even to fail. In the case of "bio-engineering high technology" is not suitable use the traditional marketing because the costs of R&D and time for innovation are much higher and therefore more risky and uncertain. For high technology in general, is more appropriate employ the event known as dual-marketing. This phenomenon analyze the early phase cycle of the product and the later phase cycle of the product like a dual episode. This aspect shows the early market and the late market that adopt very different ways in the context. Bio-engineering high technology, with a strong component of technological knowledge and innovation, reference not to an industry, but rather a set of applications of intricate characteristics, which represents a particular challenge and risk. For this reason, through the comprehension of a dual marketing are essential to maximize the success in early and later cycle life of bio-engineering high technology products.