go-error
Definition:
A decision to persevere with the development (and commonly, the launch) of a new PRODUCT which proves to be unsuccessful. The process of IDEA SCREENING is designed to minimize such an occurrence, but go-errors are perceived to persist, in part, as a result of management pressure and/or the unjustified efforts of PRODUCT CHAMPIONS. Premature investment in the early stages of a new product, without adequate marketing information or RESEARCH, may tempt companies to continue to launch, solely to recoup some of the development costs - this is to risk pouring good money after bad.
Cross-References:
[research]
[idea screening]
[product champion]
[product]
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Ken N. Bernard],.