1,013
Views
19
CrossRef citations to date
0
Altmetric
Original Articles

New consumer product launch: strategies and performance

Pages 153-174 | Published online: 10 Jan 2011

Keep up to date with the latest research on this topic with citation updates for this article.

Read on this site (2)

Roger Calantone & Francisco-Jose Molina-Castillo. (2015) A search for theoretical plurality in new product launch. Journal of Global Scholars of Marketing Science 25:1, pages 49-58.
Read now
Fu-Mei Chuang, RobertE. Morgan & MatthewJ. Robson. (2012) Clan culture, strategic orientation and new product performance in Chinese marketing ventures: an exploration of main and moderating effects. Journal of Strategic Marketing 20:3, pages 267-286.
Read now

Articles from other publishers (17)

Dale A. Cake, Vikas Agrawal, George Gresham, Douglas Johansen & Anthony Di Benedetto. (2020) Strategic orientations, marketing capabilities and radical innovation launch success. Journal of Business & Industrial Marketing 35:10, pages 1527-1537.
Crossref
Monika C. Schuhmacher, Sabine Kuester & Erik Jan Hultink. (2018) Appetizer or Main Course: Early Market vs. Majority Market Go-to-Market Strategies for Radical Innovations. Journal of Product Innovation Management 35:1, pages 106-124.
Crossref
Mattia Bianchi, Anthony Di Benedetto, Simone Franzò & Federico Frattini. (2017) Selecting early adopters to foster the diffusion of innovations in industrial markets. European Journal of Innovation Management 20:4, pages 620-644.
Crossref
Giang Trinh, Jenni Romaniuk & Arry Tanusondjaja. (2015) Benchmarking buyer behavior towards new brands. Marketing Letters 27:4, pages 743-752.
Crossref
Vicky Ching Gu & James R. Burns. (2016) The launch strategy choices in China’s pharmaceutical market. International Journal of Pharmaceutical and Healthcare Marketing 10:3, pages 339-356.
Crossref
Roland Helm & Daniel Conrad. (2014) The impact of customer-specific and market-related variables on the preference for highly innovative products. Review of Managerial Science 9:1, pages 61-88.
Crossref
Munteanu Claudiu-Cătălin & Florea Dorian-Laurenţiu. (2014) Radical Brand Extensions and Consumer Profile – A New Perspective on Innovation and Consumer Innovativeness. Procedia - Social and Behavioral Sciences 109, pages 108-112.
Crossref
Erik Jippes, Marjolein C. Achterkamp, Jan Pols, Paul L.P. Brand & Jo M.L. van Engelen. (2013) Diffusing (let it happen) or disseminating (make it happen) innovations in health care. Journal of Engineering and Technology Management 30:3, pages 246-263.
Crossref
Rajeshwari Victor. (2012) Never innovate to compete rather innovate to change the rules of the game. Emerald Emerging Markets Case Studies 2:8, pages 1-16.
Crossref
Roger J. Calantone & C. Anthony Di Benedetto. (2011) The role of lean launch execution and launch timing on new product performance. Journal of the Academy of Marketing Science 40:4, pages 526-538.
Crossref
Grzegorz Koczula, Carsten Schultz & Mehmet Gövercin. 2012. Technologiegestützte Dienstleistungsinnovation in der Gesundheitswirtschaft. Technologiegestützte Dienstleistungsinnovation in der Gesundheitswirtschaft 31 55 .
Katrin Talke & Gina Colarelli O'Connor. (2011) Conveying Effective Message Content When Launching New Industrial Products. Journal of Product Innovation Management 28:6, pages 943-956.
Crossref
Katrin Talke & Erik Jan Hultink. (2010) Managing Diffusion Barriers When Launching New Products. Journal of Product Innovation Management 27:4, pages 537-553.
Crossref
Katrin Talke & Erik Jan Hultink. (2010) The Impact of the Corporate Mind-set on New Product Launch Strategy and Market Performance. Journal of Product Innovation Management 27:2, pages 220-237.
Crossref
Tilo Halaszovich & Christoph Burmann. 2010. Aktuelle Beiträge zur Markenforschung. Aktuelle Beiträge zur Markenforschung 195 208 .
Roger J. Calantone & C. Anthony Di Benedetto. (2007) Clustering product launches by price and launch strategy. Journal of Business & Industrial Marketing 22:1, pages 4-19.
Crossref
John Hauser, Gerard J. Tellis & Abbie Griffin. (2006) Research on Innovation: A Review and Agenda for Marketing Science . Marketing Science 25:6, pages 687-717.
Crossref

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.