search query: @indexterm Product marketing / total: 44
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| Author: | Buchholz, W. |
| Title: | Timingstrategien - Zeitoptimale Ausgestaltung von Produkt- entwicklungsbeginn und Markteintritt |
| Journal: | Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung
1998 : VOL. 50:1, p. 21-40 |
| Index terms: | PRODUCT DEVELOPMENT PRODUCT MARKETING MARKETING STRATEGY |
| Language: | ger |
| Abstract: | Today one important success factor in new product develop- ment is time. This paper considers the timing of the limit- ing dates in new product development, namely beginning and end of the process. First, development process triggering and market launch of the product are discussed as individual timing problems. Then an integrated approach combining the two points of time is derived. The resulting combined timing strategies reveal new strategic options which should be considered when designing the new product development process. |
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