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| Tekijä: | Benedetto, C.A. Di |
| Otsikko: | Identifying the key success factors in new product launch |
| Lehti: | Journal of Product Innovation Management
1999 : NOV, VOL. 16:6, p. 530-544 |
| Asiasana: | Product development R&D Success Marketing management Markets Planning USA |
| Vapaa asiasana: | Product introduction |
| Kieli: | eng |
| Tiivistelmä: | Effective product launch is a key driver of top performance, and launch is often the single and most costly step in new product development. To identify the most critical strategic, tactical, and information-gathering activities influencing new product launch success, literature on product launch is reviewed in this study. Successful launches were found to be related to perceived superiour skills in marketing research, sales force, distribution, promotion, R&D, and engineering. |
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