Launch decisions and new product success: an empirical comparison of consumer and industrial products

@inproceedings{Hultink2000LaunchDA,
  title={Launch decisions and new product success: an empirical comparison of consumer and industrial products},
  author={Erik Jan Hultink and Susan Crandall Hart and Henry S. J. Robben and Abbie Griffin},
  year={2000}
}
Many articles have investigated new product development success and failure. However, most of them have used the vantage point of characteristics of the product and development process in this research. In this article we extend this extensive stream of research, looking at factors affecting success; however, we look at the product in the context of the launch support program. We empirically answer the question of whether successful launch decisions differ for consumer and industrial products… CONTINUE READING