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Should You Launch Products During a Recession?
內容大綱
Economic downturns are frightening. Consumers curb spending, companies cut costs, and we all wait anxiously for the economy to recover. In such a climate, launching a product-an expensive and uncertain endeavor in the best of times-would seem to make little sense. But a new study finds that products launched during recessions outperform on several important measures. Even though people tend to limit spending during downturns, the timing may confer, for several reasons: There is less noise in the marketplace, making it easier to differentiate products and draw consumers' attention; the cost of running ads is often lower; and going ahead with new products in the midst of a weak economy is often perceived as a signal of corporate health. This article outlines other key insights from the research and offers guidance on how best to time product launches.