660: Why It’s So Hard to Sell New Products

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https://audio.hbr.org/ideacast/20181211134627-660_WhyIt_sSoHardtoSellNewProducts.mp3

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 crafting new sales

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