Considers alternative methods of new product introduction in environments where the assumptions about advertising′s benefits no longer hold. Examines promotion‐driven introduction, distribution introduction, PR‐driven introduction, and new products from umbrella propositions. Summarizes...

The corporation was a timely emergent phenomenon of the capitalist system. Under entrepreneurial ownership with customer value creation goals, corporations introduced new products and services, new capital structures and new management processes capable of improving customer experiences in every...