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

Susan Hart; Nikolaos Tzokas

doi:10.1108/14635770010359874

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

Susan Hart, Nikolaos Tzokas

Norwich Business School

Research output: Contribution to journal › Article › peer-review

20 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	389-405
Number of pages	17
Journal	Benchmarking: An International Journal
Volume	7
Issue number	5
DOIs	https://doi.org/10.1108/14635770010359874
Publication status	Published - 2000

Access to Document

10.1108/14635770010359874

Cite this

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abstract = "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.",

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