Launch activities and timing in new product development. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Calantone, Roger J.; Di Benedetto, Anthony; Rubera, Gaia
• Is Part Of: Journal of global scholars of marketing science. Volume 28:Issue 1(2018)
• Page Start: 33
• Page End: 41
• Publication Date: 2018-01-02
• Subjects: Launch strategy -- launch timing -- launch activity -- new product development -- new product performance; 发布策略 -- 发布时机 -- 发布活动 -- 新产品开发 -- 新产品表现; Marketing -- Periodicals; Marketing; Electronic journals; Periodicals; 658.8
• DOI: 10.1080/21639159.2017.1410771
• Languages: English
• ISSNs: 2163-9159

Abstract

Abstract: This essay builds from the article "Launch Timing and Launch Activities Proficiency as Antecedents to New Product Performance." The study here summarizes the literature streams which informed that research study, describes the contribution of our manuscript and how it has been taken forward by later researchers, and reviews current research issues which remain unexplored. The objective is to provide insights into the emergence of the research stream on product launch as well as inspiration for future researchers in the new product area.