Abstract
Product Launch is a costly and risky contributing factor to ultimate product success. This study examines successful industrial product launches andidentifieskey factors of success. We propose two models of successful industrial product launch, and discuss the importance of the "dual-drive" (technology plus market) concept in new product development.
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© 2015 The Academy of Marketing Science
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Di Benedetto, C.A., Calantone, R., Brioso, R.R. (2015). Models of Successful Industrial Product Launch: What Drives the Development Process?. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_79
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DOI: https://doi.org/10.1007/978-3-319-13141-2_79
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13140-5
Online ISBN: 978-3-319-13141-2
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