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Dec 2018
24m 11s

Why It’s So Hard to Sell New Products

Harvard Business Review
About this episode
Thomas Steenburgh, a marketing professor at the University of Virginia Darden School of Business, was inspired by his early career at Xerox to discover why firms with stellar sales and R&D departments still struggle to sell new innovations. The answer, he finds, is that too many companies expect shiny new products to sell themselves. Steenburgh explains how ... Show More
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