Merits of new product the manufacturer wanted to market

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A few years ago, a small detergent manufacturing firm hired a market research firm to conduct a study on the merits of a new product the manufacturer wanted to market. The market research firm came back with research results that favored the launch of the new detergent. Based on the recommendations of the research report, the detergent firm introduced their new product. Six months later their sales were only 40 percent of what they had anticipated, so they turned around and sued the market research firm. Who do you think won the case and why?

Reference no: EM132239076

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