Ready, Fire, Aim: Explaining an Entrepreneurial Strategy for New Products

Abstract

Considers cases of new product launches where market analysis suggests that the product will fail but when pushed through by an entrepreneur proves to be a commercial success. Describes the process of product introduction to fill unrecognized needs as Ready‐Fire‐Aim, since the market can only be appreciated after the launch. Concludes that product champions must be in a corporate culture that allows risk, and should be prepared to risk their job on a risky venture.

Citation

Copulsky, W. (1989), "Ready, Fire, Aim: Explaining an Entrepreneurial Strategy for New Products", Journal of Consumer Marketing, Vol. 6 No. 2, pp. 45-50. https://doi.org/10.1108/EUM0000000002546