Book Description

How should companies launch products in times of uncertainty? Should they “wait and see” until uncertainty resolves — or commit to a full-scale launch and ride it out? Conventional wisdom says being early to market is the right choice, but that is not always the case. Many companies can benefit from a mixed, “act and see” approach.

Table of Contents

  1. Cover
  2. Copyright
  3. Contents
  4. How to Launch Products in Uncertain Markets
    1. A Wise and Active Approach
    2. Three Ways to Learn Before Launching
    3. A Recipe for Smart Failure