Gabor, André; Granger, Clive - In: Management Decision 17 (1979) 8, pp. 576-589
Introduction A product may be called new for two reasons: either because it is a novelty in the fullest sense of the word, intended to cater for a hitherto latent demand, or merely because it is a new brand, which will have to compete with a number of other brands in an established market.