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A critique of the rapid market assessment of new products: A comment

Author

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  • Tom Clevenger

    (Department of Agricultural Economics and Agricultural Business, New Mexico State University, Las Cruces, New Mexico)

Abstract

Baker and Souza Neto advance a methodology that they term “rapid market assessment.” It can be used to describe a marketing system and estimate the quantity and price of product that may be marketed by a new entrant. The relationship of the rapid market assessment of new products to the application of rapid reconnaissance techniques to subsector analysis should be noted. There was also a need for more methodology detailing the procedure to determine the point at which to enter the market system. The applicability of the methodology to alternative cases needs development.

Suggested Citation

  • Tom Clevenger, 1989. "A critique of the rapid market assessment of new products: A comment," Agribusiness, John Wiley & Sons, Ltd., vol. 5(1), pages 61-64.
    • Handle: RePEc:wly:agribz:v:5:y:1989:i:1:p:61-64
    DOI: 10.1002/1520-6297(198901)5:1<61::AID-AGR2720050107>3.0.CO;2-F
    as

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    References listed on IDEAS

    as
    1. Holtzman, John S., 1986. "Rapid Reconnaissance Guidelines for Agricultural Marketing and Food System Research in Developing Countries," Food Security International Development Working Papers 54741, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    2. James Duncan Shaffer, 1973. "On the Concept of Subsector Studies," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 55(2), pages 333-335.
    3. Gregory A. Baker & Jose De Souza Neto, 1988. "The rapid market assessment (RMA) of new products," Agribusiness, John Wiley & Sons, Ltd., vol. 4(5), pages 467-473.
    4. James D. Shaffer, 1980. "Food System Organization and Performance: Toward a Conceptual Framework," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 62(2), pages 310-318.
    5. Boomgard, James J. & Davies, Stephen P. & Haggblade, Steven & Mead, Donald C., 1986. "Subsector Analysis: Its Nature, Conduct and Potential Distribution to Small Enterprise Development," Food Security International Development Working Papers 54745, Michigan State University, Department of Agricultural, Food, and Resource Economics.
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