Launch decisions and new product success: an empirical comparison of consumer and industrial products

Article Abstract:

A comparison of commercial and consumer product introduction marketing is provided.

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Industrial new product launch strategies and product development performance

Article Abstract:

A successful new product introduction requires consistency between strategic launch decisions and tactical decisions, according to a study of industrial new product launch strategies using data from UK firms. It was established that managers take into account their strategic launch decisions before deciding on tactical launch decisions. The study also showed that a more innovative project would require a skimming price policy, while an evenly innovative project would need a penetration pricing policy.

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Launch strategy and new product performance: an empirical examination in The Netherlands

Article Abstract:

The planning involved in launching a new product plays a much larger role on market acceptance than on product performance.

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