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A Study of New Product Launching and Marketing Planning; (a Case of Introducing Liquid Waterproofing Systems into the Iranian Construction Market)

Karimbeygi, Leila | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 41969 (54)
  4. University: Sharif University of Technology, International Campus-Kish
  5. Department: Management and Economics
  6. Advisor(s): Beirjandi, Heshmat
  7. Abstract:
  8. As a strategically critical stage of new product development, launch process has attracted a lot of attention. A lot of study has been done about launch and its effect on product performance.The objective of this thesis is to gain more understanding about new product launch and the way it is executed. The aim is to create a process description of product launch; how the process begins and how different phases follow each other until the introduction of new product. The main research problem is how new product launch can be described as a marketing-focused process. Further, the research problem is answered through literature review and empirical case study research. The literature review consists of marketing and launch activities, a process-like model of launch process including activities and phases is organized as a result of this part of study. The empirical research approach is qualitative and action-oriented. Based on a single case study, the data is collected via workshops and semi-structured interviews. Also secondary data such as documents received from the case company were used to develop a framework. The two frameworks (theoretical and empirical) were compared and combined to deepen the understanding about the phenomenon. New product launch process consists of five phases which are planning, market testing, internal launch, full launch and follow-up. This study provides both theoretical and empirical frameworks which can be used as a basis for further studies on the subject. There are also some limitations; this study was based on single case study, the process could vary to some extent in other companies specifically in different sectors
  9. Keywords:
  10. Advertisement ; Product Development ; New Product ; Marketing ; New Product Launch ; New Product Launch Process ; New Product Introduction

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