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

Abstract

For consumer products, strategic launch decision appear more defensive in nature, as they focus on defending current market positions. Industrial product strategic launch decisions seem more offensive, using technology and innovation to push the firm to operate outside their current realm of operations and move into new markets. The tactical marketing mix launch decisions also differ markedly across the products launched for the two market types. Successful products were contrasted with failed products to identify those launch decisions that discriminate between both outcomes. The difference are more of degree rather than principle.