Launching a new product in an existing market: What you need to know

No matter the timeline, no matter the market, launching a new product is never easy. Even the most innovative companies look for ways around the challenges that they face when developing and introducing new products. If you’re launching a new product in an existing market, it’s tempting to rely on your existing code and infrastructure. Building on existing projects, though, might have unforeseen drawbacks. There are two significant factors that can hamstring innovation and creation. First, building toward an audience of existing customers can mire new thinking and possibilities. Second, using a code base from an existing product can close… [Continue Reading]