This article by Ken Roshkoff, AMC Global's CEO, originally appeared in the American Marketing Association's March 2021 issue of Marketing News
We’ve been hearing a lot about all of the doom and gloom on the business and economic front that has come as a result of the COVID-19 pandemic, but there are also ways to discover gratitude in the face of current events. I am grateful that AMC Global was able to come up with a few strategies, coupled with a bit of luck, that have helped us succeed in this precarious environment. I wanted to share a few of the steps with others, to spark fresh ideas and hope for those who are feeling the burden of the crisis in their workplace or company.
Launching new products or brands can be risky even for established companies. That's why it is essential to have a plan and use the latest techniques and methodologies to ensure success.
Ken Roshkoff, AMC Global president, draws on decades of brand launch experience in his latest article for the American Marketing Association. In it, he writes more about the process of utilizing a test market or “test and learn” strategy to take some of the risk out of launching a new product.