Conventional wisdom suggests that marketers should emphasize the novelty of new products to get people to buy them. However, research is starting to show that this might be the wrong approach.
When New Products Should Make Customers Feel in Control
Research shows emphasizing novelty can backfire.
December 01, 2016
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New!
HBR Learning
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.