SMM Chapter 11: New Product Development and Launches Using Social Media; Chapter 16 Case Study

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Learning Objectives

After reading this chapter, students should be able to

• Apply social media principles to considerations of product/service development, design, and launching
• Understand the concept of network externalities and how they influence demand for products/services
• Learn how and when social media can be an effective tool for stimulating demand for new products before and during a launch phase