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| Tekijä: | Hultink, E. J. Robben H. S. J. |
| Otsikko: | Launch strategy and new product performance: An empirical examination in the Netherlands |
| Lehti: | Journal of Product Innovation Management
1999 : NOV, VOL. 16:6, p. 545-556 |
| Asiasana: | Markets Strategy Success Consumers Models Netherlands Europe |
| Vapaa asiasana: | Product introduction Product acceptance |
| Kieli: | eng |
| Tiivistelmä: | This study conducted to assess the impact of launch strategy and market characteristics on new product performance and to test the stability of this impact across consumer and industrial products. Data were collected on 272 consumer and industrial new products in the Netherlands through a mail questionnaire approach. The impact of launch strategy was higher for market acceptance than for product performance, overall and for both consumer and industrial subsamples separately. Results indicate that market acceptance is influenced by the product's innovativeness, timing of market entry, breadth of assortment, branding, pricing, the objective of increasing market penetration, and competitor reactions. Product performance is influenced by the product's innovativeness, breadth of assortment, and by the objective of using an existing market. |
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