search query: @indexterm new products / total: 1069
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| Author: | |
| Title: | In search of generic launch strategies for new products |
| Journal: | International Journal of Research in Marketing
1998 : JUL, VOL. 15:3, p. 269-285 |
| Index terms: | NEW PRODUCTS MARKETING STRATEGY |
| Language: | eng |
| Abstract: | This paper demonstrates that many strategic and tactical launch decisions are not random, nor are randomly combined into overall launch strategies. Companies need to keep the majority of the tactical launch decisions made late in the project in consonance with the strategic aspects of the launch. New products development strategy is more complex than just identifying project newness. Several of the multiple dimensions of product strategy are needed to determine the overall launch strategy for a project. Only a few project types have generic launch strategies which can be defined for them. For the three project types identified managers do seem to be consistent in the sets of options they use across contexts, and different strategies lead to different levels of product development success. |
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