search query: @freeterm Product acceptance / total: 4
reference: 3 / 4
| Author: | Guiltinan, J. P. |
| Title: | Launch strategy, launch tactics, and demand outcomes |
| Journal: | Journal of Product Innovation Management
1999 : NOV, VOL. 16:6, p. 509-529 |
| Index terms: | Market research Markets Strategy Consumer behaviour Models USA |
| Freeterms: | Product introduction Product acceptance |
| Language: | eng |
| Abstract: | In a typical new product development process, the role of the launch stage is to maximize the chances of profitably achieving acceptance in the target market. A launch plan can include strategic and tactical decisions. In this study, there is a conceptual framework presented suggesting that the strategic and tactical challenges posed in various product launch situations depend in large measure on the specific type of buying behaviour to be influenced. Depending on the degree of product innovativeness, managers may establish one of 3 types of desired outcomes. The degree to which the desired demand outcome is realized is shown to be dependent on buyers' perceptions of the new product's relative advantage and of its compatibility with buyers' values and experiences. |
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