SOCIAL AMPLIFICATION CONCEPT IN NEW PRODUCT INTRODUCTION: A CASE STUDY IN BIOPHARMACEUTICALS

摘要

Products might have limited success due to risk perception in their market. If stakeholders perceive the products as excessively risky, these perceptions likely limit their market acceptance. To mitigate risks, engineering managers can better deal with the new product introductions if they understand how risk perception grows in the market place. The social amplification concept explains group behaviors affecting risk perception. To investigate this concept, a case study in the market acceptance of biopharmaceuticals is utilized. The social amplification is simulated within three focus groups. The intention is to gain a better understanding of the interaction among stakeholders. This paper describes a research in progress on social amplification as it is applied to new product introduction.