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Launch activities and timing in new product development

Author

Listed:
  • Roger J. Calantone
  • Anthony Di Benedetto
  • Gaia Rubera

Abstract

This essay builds from the article “Launch Timing and Launch Activities Proficiency as Antecedents to New Product Performance.” The study here summarizes the literature streams which informed that research study, describes the contribution of our manuscript and how it has been taken forward by later researchers, and reviews current research issues which remain unexplored. The objective is to provide insights into the emergence of the research stream on product launch as well as inspiration for future researchers in the new product area.

Suggested Citation

  • Roger J. Calantone & Anthony Di Benedetto & Gaia Rubera, 2018. "Launch activities and timing in new product development," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(1), pages 33-41, January.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:1:p:33-41
    DOI: 10.1080/21639159.2017.1410771
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    Cited by:

    1. Henry M. H. Chan & Vincent W. S. Cho, 2022. "An Empirical Study: The Impact of Collaborative Communications on New Product Creativity That Contributes to New Product Performance," Sustainability, MDPI, vol. 14(8), pages 1-17, April.
    2. Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    3. Diana Terrazas‐Santamaria, 2021. "Strategic introduction of a new product under uncertainty: A duopoly case," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 796-807, June.
    4. Wu, Jie & Ma, Zhenzhong & Liu, Zhiyang, 2019. "The moderated mediating effect of international diversification, technological capability, and market orientation on emerging market firms' new product performance," Journal of Business Research, Elsevier, vol. 99(C), pages 524-533.
    5. Ștefan VLĂDUȚESCU, 2019. "Managerial Style, Determinations And Risks," Social Sciences and Education Research Review, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 6(2), pages 115-130, November.

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