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Launching a New Product

In: Strategic New Product Development for the Global Economy

Author

Listed:
  • Toyohiro Kono
  • Leonard Lynn

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.

Suggested Citation

  • Toyohiro Kono & Leonard Lynn, 2007. "Launching a New Product," Palgrave Macmillan Books, in: Strategic New Product Development for the Global Economy, chapter 9, pages 171-185, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59938-3_9
    DOI: 10.1057/9780230599383_9
    as

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