MIT Sloan Announces Webinar “Understanding the Customer Decision Process: Why Good Products Fail”

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Latest Installment in Free Webinar Series To Be Held on March 5, 2014 1:00 PM EST

Too often, good products fail because customers do not recognize the value that they create...

MIT Sloan Executive Education announces the latest installment in its INNOVATION@WORK™ Webinar Series, Understanding the Customer Decision Process: Why Good Products Fail, led by MIT Sloan professor of marketing, Duncan Simester. This one-hour interactive experience will answer the pertinent question, “Why do good products frequently fail in the marketplace?” The webinar takes place on Wednesday, March 5, 2014 at 1:00 pm EST, and registration is free and open to the public. For more information, or to register, please visit

The webinar will provide an in-depth exploration of how customers evaluate whether a new product or service creates value. Simester will delve into the customer buying process, focusing on how customers search for a product or service, what biases affect each search, how customers infer information about unobservable products or services, and how firms can predict this behavior.

“Too often, good products fail because customers do not recognize the value that they create,” said Duncan Simester, Professor of Marketing at MIT Sloan. “Today, we have unprecedented insight into how customers evaluate new products. Yet firms generally focus solely on creating value without regard to how customers make purchasing decisions.”

Simester will drive the conversation and discuss the role of customer search, the power of cues in the customer decision process, and review the role of the brand in the adoption of new products. Participants in the webinar will learn both when firms should invest in their brands, and when brands are unable to provide a sustainable competitive advantage.

This free webinar is appropriate for business leaders in all sectors of marketing, technology, design, process engineering, and product/service development, as well as managers in new product design, development, and distribution. To register for the webinar, please visit

About the MIT Sloan Executive Education INNOVATION@WORK™ Webinar Series
Thousands of people globally have registered for the MIT Sloan Executive Education INNOVATION@WORKTM Webinar Series. During these complimentary, live events attendees hear from MIT Sloan’s renowned faculty about a variety of cutting-edge topics, including how the world's most successful organizations stay on top; how to bridge the gap that exists between IT and business leaders; and how to manage the risks and opportunities of social media in the workplace.

About MIT Sloan Executive Education
MIT Sloan Executive Education programs are designed for senior executives and high-potential managers from around the world. From intensive two-day courses focused on a particular area of interest, to executive certificates covering a range of management topics, to custom engagements addressing the specific business challenges of a particular organization, the portfolio of non-degree, executive education and management programs provides business professionals with a targeted and flexible means to advance their career development goals and position their organizations for future growth. For more information, please visit:

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