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10 cards from this deck
Unique selling point - distinctive feature differentiating product
Theory that all products follow similar pattern through existence
Expected to be negative - spending on development, no sales yet
60% to 90% of new products fail at this stage
Likely to be at maximum level
Intense competition with other brands
Sell mature products in developing countries where still novel
Dominant market share & good growth prospects
Generate surplus cash to fund development of other products
Small share of growing market, high cash demand, uncertain future
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