Marketing Papers
Document Type
Journal Article
Date of this Version
1993
Publication Source
MIT Sloan Management Review
Volume
35
Issue
1
Start Page
87
Last Page
96
Abstract
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 weak.
Copyright/Permission Statement
Originally published in MIT Sloan Management Review © 1993 MIT Press.
Recommended Citation
Robertson, T. S. (1993). How to Reduce Market Penetration Cycle Times. MIT Sloan Management Review, 35 (1), 87-96. Retrieved from https://repository.upenn.edu/marketing_papers/372
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Marketing Commons, Strategic Management Policy Commons
Date Posted: 15 June 2018
This document has been peer reviewed.