In addition to what is stated in the case, TechMark has just made a breakthrough in R&D that allows a new version of the Spectrum Band product to monitor body temperature. Several fitness experts believe the measurement and reporting of body temperature can help persons better adjust their exercise and daily routines. TechMark’s CEO must decide whether to eventually launch a line extension, Spectrum Band 2, which will also monitor body temperature. What issues, problems, or concerns for TechMark should the CEO consider as she weighs whether or not to launch Spectrum Band 2?
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