PVM's Objectives and Benefits

PVM's Basic Principles

PVM's Five Phases

Using PVM with a Stage Gate System and Traditional Market Research




PVMsm Value Map for Apple Computer

Before the original Powerbook was released, Apple Computer used the PVMsm process to independently evaluate its competitive value in the marketplace. Apple then featured a summary of these PVM results in the product launch press release package and sales presentations. A year after the original Value Map was created, marketplace performance confirmed the accuracy of the Value Map's predictions. Our award-winning benchmarking for Apple is now a classic case study in new product research. 


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