Besides its high cost, what is the other possible problem trai to face?

The decision to commercialize a product includes ordering materials and equipment.

The product's success may present a threat to other product extensions recently introduced by the company and thus spread its customers thin.

It exposes the new product and its marketing mix, to competitors before its introduction. Thus, the element of surprise is lost.

Consumers may perceive the sales promotion, pricing, or advertising campaign as overzealous hard sell or even unfair trade practices.