Lean launch: Managing product introduction risk through response-based logistics

Abstract

The traditional logistics support of new product launch with an emerging logic called lean launch strategy is presented. The lean launch strategy is formulated on principles of postponement and is based on response-based logistics and supply chain management. Lean launch enhances successful introduction by allowing greater flexibility in product variant selection while minimizing out-of-stock potential. It also can cut losses in product launch failures by reducing launch inventory exposure.