Much of the research on new product introductions to date has focused on improving the initial go/no-go decision in order to reduce the probability of post-launch failure. However, one of the main problems associated with early-period assessments is the lack of data to enable further prediction....

In this article, we showed the results of our study on the saddle phenomenon by an analytical model of two markets!early and mainstream!and the relationships between them. This model creates a growth pattern wherein a saddle can be discerned. We tested this model empirically on seven product...