| Author: | Bowersox, D. J. Stank, T. P. Daugherty, P. J. |
| Title: | Lean launch: Managing product introduction risk through response-based logistics |
| Journal: | Journal of Product Innovation Management
1999 : NOV, VOL. 16:6, p. 557-568 |
| Index terms: | Logistics Markets Strategy Marketing management Models USA |
| Freeterms: | Product introduction Supply chains |
| Language: | eng |
| Abstract: | New product launch research has identified 4 strategic issues involving activities essential to introduce a new product to its target market. Logistics and supply chain collaboration can greatly reduce risk associated with new product launch. They combine to provide a structure to facilitate rapid response to developing demand by location and intensity. This study makes an effort to fill the gap in extant knowledge regarding new product launch strategies by reviewing relevant literature and also comparing traditional launch based on anticipatory demand forecasts with alternative lean launch strategies based on the principles of response-based logistics. The result is a lean launch model for managerial review and for continued empirical testing. |
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