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

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

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"