Guest lecture on the target group specific market launching of new products

»Predictions as a better way to elicit preference structure«

In order to position new products successfully on the market, it is a good idea to take the preferences and expectations of the target group into account at the product development stage. In her guest lecture at the Fraunhofer IMW, Professor Dr Sonja Radas, Senior Research Associate at the Institute of Economics in Zagreb, will be discussing the thesis that third party preferences are a more suitable basis for target group specific market launches than personal preference structures. The guest lecture on »Predictions as a better way to elicit preference structure« will be held in the Fraunhofer IMW conference room I from 11:15 to 12:15 on 13 February. The event was jointly organized by Leipzig University's innovation management and innovation economics department and the Fraunhofer Institute for International Management and Knowledge Economy IMW.

Professor Dr Sonja Radas gained her PhD in marketing and mathematics at the University of Florida and has worked at the Institute of Economics in Zagreb as a Senior Research Associate since 2006. Before that, she was professor for marketing at Washington University in St Louis and also a Marie Curie Fellow at the Massachusetts Institute of Technology's Sloan School of Management.

More information

  • Lecture: Predictions as a better way to elicit preference structure
  • Professor Dr Sonja Radas, Senior Research Associate at the Institute of Economics, Zagreb
  • 13 February 2018
  • 11:15 to 12:15

Venue:

Fraunhofer Institute for International Management and Knowledge Economy IMW
Städtisches Kaufhaus, Neumarkt 9-19, 04109 Leipzig, Germany
Entrance B, 4th floor, conference room I