Launching a New Product

Toyohiro Kono and Leonard Lynn

Chapter 9 in Strategic New Product Development for the Global Economy, 2007, pp 171-185 from Palgrave Macmillan

Abstract: Abstract As we saw in Chapter 1, a company can be the first to market a new product, only to have other companies quickly move in and take the market away from them. EMI invented the CT scanner, and Konica was the first to come out with an auto-focus camera, but both EMI and Konica were soon eclipsed by other firms that entered the market with improved versions of the new products. In Chapter 1 we described how Sony avoided this problem by continually making improvements after launching the Walkman.

Keywords: Brand Equity; Sequential Strategy; Brand Image; Contingency Plan; Gasoline Price (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59938-3_9

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DOI: 10.1057/9780230599383_9

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