This paper presents an empirically validated approach to decide whether to launch a ready developed product. Although it is best to integrate customer preferences in the development of a new product, this is not always done in everyday business. The method described was successfully applied in such a case. It assists decision makers twofold: First, a swift and cost efficient scan of ready developed products is demonstrated in order to sort out potential failures. Second, the collection and evaluation of empirical data with the help of a statistical software tool is illustrated and demonstrated by its application in a recent mobile R&D project. The featured approach enables decision makers to eliminate weak products and to increase the quality of launch decisions for promising products by the employment of a marketing decision model.
Goldberger, Bernhard; Wörther, Gernot; Weber, Michael; and Denk, Michaela, "An STP-Approach Focused on Customer Preferences for Mobile Business Applications" (2006). BLED 2006 Proceedings. 32.