A Study of New Product Launching and Marketing Planning; (a Case of Introducing Liquid Waterproofing Systems into the Iranian Construction Market), M.Sc. Thesis Sharif University of Technology ; Beirjandi, Heshmat (Supervisor)
Abstract
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...
Cataloging briefA Study of New Product Launching and Marketing Planning; (a Case of Introducing Liquid Waterproofing Systems into the Iranian Construction Market), M.Sc. Thesis Sharif University of Technology ; Beirjandi, Heshmat (Supervisor)
Abstract
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...
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