Go Error

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MONASH Marketing DictionaryDownload this dictionary
Go Error
a failure at any stage (but especially at the screening stage) in the new product development process when a decision is made to proceed with a product which, in hindsight, should have been abandoned. See Drop Error; New Product Development.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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