The Marketing Book 5th Edition

New product development 323

Table 12.1 Launch strategy decisions

Variables Previous study

STRATEGIC LAUNCH VARIABLES

Firm strategy

Innovation strategy 2–5,8,9,11,12,17,19

Degree of forward and backward integration 1,4,7

Size of production scale entry 1,4

Product strategy

Product innovativeness 1,10

Relative product newness 1,10,19

Quality 1,4

Market strategy

Breadth of segments served 1,4

Stage of the product on its PLC 1,12,19

Target market growth 13,19

Number of competitors 12,19

TACTICAL LAUNCH VARIABLES

Product

Breadth of the product line 1,4

Direct manufacturing costs 4

Services 1,4

Price

Pricing strategy: skim or penetrate? 1,4,12,14,16–18

Promotion

Advertising 14–18

Promotion 14–17

Distribution

Distribution intensity 1,4,12,15–18

Sales force effort 14,15,17

1 Biggadike (1979) 11 Urban et al.(1986)

2 Glazer (1985) 12 Choffray and Lilien (1984)

3 Green and Ryans (1990) 13 Cooper (1984)

4 Lambkin (1988) 14 Cooper (1993)

5 Lieberman and Montgomery (1988) 15 Crawford (1984)

6 MacMillan and Day (1987) 16 Little (1975)

7 Roberts and Berry (1985) 17 Urban and Hauser (1991)

8 Robinson and Fornell (1985) 18 Wind (1982)

9 Ryans (1988) 19 Yoon and Lilien (1985)

10 Schmalensee (1982)

Source: Hultink et al.(1997, p. 246).