New product launch ‘mix’ in growth and mature product-markets

Susan Hart, Nikolaos Tzokas

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the theoretical and empirical development of the new product launch field in the marketing management discipline.
Original languageEnglish
Pages (from-to)389-405
Number of pages17
JournalBenchmarking: An International Journal
Issue number5
Publication statusPublished - 2000

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