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| Author: | Thölke, J.M. Hultink, E.J. Robben, H.S.J. |
| Title: | Launching new product features: a multiple case examination |
| Journal: | Journal of Product Innovation Management
2001 : JAN, VOL. 18:1, p. 3-14 |
| Index terms: | NEW PRODUCTS |
| Freeterms: | PRODUCT LAUNCHING |
| Language: | eng |
| Abstract: | The present study investigates that eight companies employed in launching new product features in a variety of markets. The authors addressed three research questions, namely what are the current strategies used by managers for launching new product features, how do these strategies differ, and what are the opportunities and pitfalls of these strategies? The feature introduction of eight companies were investigated in-depth in a multiple case study. |
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