The Study of Key Successful Factors for Company H's New Product Launch

• Main Authors: ZHANG, Yu-Ru, 張郁儒
• Other Authors: YANG, JING-FUH
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/r4449b

碩士 === 國立高雄科技大學 === 國際管理碩士學位學程 === 107 === With the trends that life cycles of launched products shorten than before for the raising competitive dynamics environments, corporations should launch new products continuously for maintaining the competitiveness. However, numerous costs should be invested into the processes from new product development to new product launch. Thus, if the new launched product fails, huge losses will also be caused for the corporation. For the mentioned reason, the methods for corporations to gain effective performances in new product launch have been the critical issue. This research is a multiple case study including nine products of Company H, and the purposes of the research is to find out the critical factors making new launched products successful or failed from the in-depth interviews with the employees of Company H. Through interviewing, recording, inducing, and analyzing, the common and critical factors making new products successful are found out for aiding in decreasing the rate of product failures for the corporation or those who prepare to step into the beverage industries. The conclusion of the research includes the followings: The innovations of new products are the core values in competitions, seizing the core values of products can create effective innovations, test marketing can raise the rate to be successful, investing the cost of marketing to represent the images as the leading brand, responding the trends to develop the products needed by consumers, and reputations of a corporation are the most critical factor in new product launch.