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Launch Strategies and New Product Success

In: Gaining Momentum Managing the Diffusion of Innovations

Author

Listed:
  • Susan Hart

    (University of Strathclyde, UK)

  • Nikolaos Tzokas

    (University of East Anglia, UK)

Abstract

The 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

Suggested Citation

  • Susan Hart & Nikolaos Tzokas, 2010. "Launch Strategies and New Product Success," World Scientific Book Chapters, in: Joe Tidd (ed.), Gaining Momentum Managing the Diffusion of Innovations, chapter 4, pages 121-155, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848163553_0004
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