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ERIC Number: EJ1167328
Record Type: Journal
Publication Date: 2017
Pages: 7
Abstractor: As Provided
ISSN: EISSN-1835-9132
Challenges in Introducing New Products: A Case Study on the New Product Development Process
Rankin, Robert; Mintu-Wimsatt, Alma
e-Journal of Business Education and Scholarship of Teaching, v11 n2 p95-101 2017
The case is based on an actual product introduction, and is designed to provide instruction on the new product development process. With the cost to launch new products estimated at least US $15 million and new product failure rates ranging from 40% to 80%, it is imperative that students learn how to determine the financial and market feasibility of a new product and understand the steps in the new product development process. This case is based on an award-winning "real world" convenience frozen food product that continues to be marketed and sold twenty years after its introduction. This case is based on an actual company and events. Names have been disguised to protect the privacy of the company and its management.
Australian Business Education Research Association. PO Box 408, Mapleton, Queensland 4560, Australia. e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A