Date of this Version
MIT Sloan Management Review
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.
Originally published in MIT Sloan Management Review © 1993 MIT Press.
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
Date Posted: 15 June 2018
This document has been peer reviewed.