The Marketing Book 5th Edition

326 The Marketing Book

Table 12.3 Types of uncertainty

Types of uncertainty Stages in process

Idea-Concept Dev. Launch

Market-based

Is there customer need for the product? X

How stable is the need in the long term? X X

How strongly is the need felt? X X

Is the market big enough? X

Do we have access to distribution? X

Do we have experience in this market? X

Do customers perceive value in use? X X X

Technology-based

Can the chosen technology deliver the benefit? X

Will the technology become the standard? X

Do we have knowledge of the chosen technology? X

Do we have manufacturing capability for the chosen

technology?

X

Which OEMs/suppliers do we collaborate with? X

Competitive-based

What would be the reaction of our immediate

competitors?

X

What would be the new competitive products? X

What is the threat of technologies from other industries? X

Resource-based

Do we have the resources to complete NPD on time? X

Do we have the resources to support the product in the

market?

X

Product policy-based

What would be the effects on other products of the firm? X

What would be the effects on resources for other NPD

projects?

X

Organizational-based

Do we have the support of top management

Are there any interdepartmental conflicts? X

Is there integration among the departments involved? X

Source:Adapted from Tzokas (2000).