Launch Strategies and New Product Success

Susan Hart and Nikolaos Tzokas
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Susan Hart: University of Strathclyde, UK
Nikolaos Tzokas: University of East Anglia, UK

Chapter 4 in Gaining Momentum:Managing the Diffusion of Innovations, 2010, pp 121-155 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe following sections are included:IntroductionEasy to say, hard to put into practice!Understanding and Positioning the Launch of New Products and ServicesNew product/service launch contextWhat is a product launch: defining termsThe Ingredients of a Launch StrategyStrategic launch decisionsFirm strategyMarket strategyProduct strategyCompetitive strategyTactical launch decisionsProduct decisionsPricing decisionsDistribution decisionsPromotion decisionsThe Interrelationships of the Launch DecisionsConclusionReferences

Keywords: Innovation; Diffusion; Product Development; Product Marketing (search for similar items in EconPapers)
Date: 2010
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