Record Details

New Product Launch: A Critical Review and Research Directions

International Journal of Economic Practices and Theories

View Archive Info
 
 
Field Value
 
Title New Product Launch: A Critical Review and Research Directions
 
Creator Căpățînă, Gabriela
 
Subject Marketing
new product, launch, consumers, organizations, strategy
M21, M31
 
Description New product launch is one of the most important issues in business research today. For many years, conceptual and empirical research has been undertaken to explore the main fields of this area. The objective of this work is to summarize the most important findings in a compact and structured way. Therefore, this paper reviews the findings of empirical work and identifies 9 topics relevant for marketing science, which are classified under 3 research fields. The review begins with understanding consumers: consumer innovativeness, growth of new products and network externalities. The following section deals with understanding the relationship between new products launch and organizations and brings together the factors that influence the capability of firms to launch new product: organizational resources, demographics, structure and environment. The last section provides more complete understanding of launch strategies that are seen as combinations of strategic and tactical decisions. This paper tries to collect the main ideas on the considered issue, to highlight knowledge problems, and suggest directions for future research.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/New_Product_Launch_A_Critical_Review_and_Research_Directions
 
Source International Journal of Economic Practices and Theories; Vol 4, No 5 (2014): Special issue on Marketing and Business Development; 607-621
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/New_Product_Launch_A_Critical_Review_and_Research_Directions/pdf_31