Selling New Products: What Really Works

Michael J. Ahearne, University of Houston

In an era of hyper-competition, finding new sources of growth has become a strategic priority at every company. Senior managers are constantly looking for the next big thing by ensuring a steady flow of investments into research and development. But simply spending more on R&D is not enough. Many companies have become quite good at dreaming up new-to-the-world innovations--but not very good at selling them to customers. To understand why this is so difficult, Mike Ahearne has combed academic literature, conducted numerous one-on-one interviews with senior sales/marketing leaders, and led several studies to better understand best practices in new product commercialization. He finds that successful companies approach the challenge of selling new-to-the-world products in a different way than they do existing products. In this session, Mike will discuss these best practices that have important implications for both marketing and sales leaders.

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Marketing Science Accelerator

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