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How to Reduce Market Penetration Cycle Times

Thomas S. Robertson
Topic: Marketing
Reprint 3517; Fall 1993, Vol. 35, No. 1, pp. 87–96

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Everyone is speeding products to market these days. But reducing product development time is only half of the equation; the other half is penetrating the market quickly. The author draws on published research and industry practice to develop five recommendations for reducing market penetration time. He also develops a tracking and diagnostic tool to help managers determine where their market penetration strategy is week.

     
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