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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/39937
- Title
- Acceptance through osmosis
- Author(s)
- McKaskill, Tom
- Abstract
- The article focuses on the introduction of new product in the market and how it can gain general acceptance. Consumers' acceptance of a new product is likely to be slow unless it is backed by convincing evidence of its success. Retailers' first task is to educate the market about the new product. Also, new product has to gain legitimacy before it can convince the market. It can be achieved by scientific testing and user trials. Some companies will use prominent actors to endorse new product.
- Publication type
- Journal article
- Research centre
- Swinburne University of Technology. Faculty of Business and Enterprise. Australian Graduate School of Entrepreneurship
- Source
- Business Review Weekly, Vol. 28, no. 12 (Mar 2006), p. 77
- Publication year
- 2006
- Keyword(s)
- Advertising; Brand choice; Commercial products; Consumer preferences; Management; Marketing; New products; Product information management; Retail trade
- Publisher
- Fairfax Business Media
- ISSN
- 0727-758X
