New product launch: marketing action and launch tactics for high-technology products
Article Abstract:
The new product launch is a critical stage of any new product development process. The success of the product is likely to depend heavily on how well marketing managers deal with the launch. Very little has been written on the kinds of tactics marketers use to launch their products. This article aims to rectify this by presenting the results of a detailed investigation into the actions and tactics marketers employ to launch high-technology products. A framework of 22 tactics, based upon 103 different marketing actions, is presented. The circumstances in which the tactics are used are described in terms of technological maturity. The results show that for revolutionary innovations, marketers tend to emphasize the technological component of their products and concentrate more on positioning and attack tactics than on market preparation or targeting. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
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Product development approaches in established firms
Article Abstract:
On the basis of an empirical study of large U.S. and U.K. firms, it is shown that product modification and updating (old product development) needs to be managed differently from the development of completely new products. Two groups of firms are compared: one group has experience of regular product change, and the other is less active in this respect. The authors present managerial scenarios for the development of old and new products which will help practitioners identify strengths and weaknesses in product development practices. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1989
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High technology launch strategies in the U.K
Article Abstract:
This article examines the new product launch strategies of high technology companies in the U.K. Four main groups of strategies are identified: (1) positioning the product; (2) winning market support; (3) co-operation with other producers; and (4) reducing the risk of adoption. This article explores the underpinnings of these four launch strategies. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1989
User Contributions:
Comment about this article or add new information about this topic:
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