A study of relationship among launch strategy, market characteristics, and type of product development

• Main Authors: Hsiao Yeh Wei, 蕭曄蔚
• Other Authors: yung-ching ho
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/81947752938447806864

碩士 === 國立中正大學 === 企業管理研究所 === 89 === Although previous research has investigated the concept and contents of new product performance, there is still no consensus about the managerial decisions that constitute a launch strategy and how such decisions impact new product performance. The research objective for the present investigation is to assess the impact of launch strategy and market characteristics on new product performance. The main goal of this essay is to research to relation between the product innovation types, market characteristics and launch strategy of new product. We classify the products as “Incremental Product Innovation” and “Radical Product Innovation” by the product innovation’s novel degree to the company. Then, we think about how to choice the best launch strategy in any cases. The research results reveal that “Incremental Product Innovation” is better than “Radical Product Innovation” in Taiwan’s market and factor owners use “High Price Strategy” is better than other Launch Strategies.