Sharif Digital Repository

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... 

In today‘s world, the need for travel to different places for various reasons like politics, business and entertainment is unavoidable. This demonstrates the importance of the airline industry and the attention is achieved from the society. Different airlines try various strategies to satisfy more customers of this industry and of course more benefit would arise. These strategies would work more efficiently based on the outcome of a sound research on the exact needs of the customers, their perceived quality and expectations, and the gaps between the two and how they can be filled. This research follows the aim of understanding customer satisfaction for airline industry in Kish Island .In... 

Construction is a large industry in Iran, it engages in a wide range of products. The raw materials which are used in making a building are fairly standard items: iron, cement, glass, and so on. Because the technologies for making a building are well-known, contractor can solicit bids from variety suppliers for raw materials without worrying about the possible disclosure of trade secrets. Unfortunately bidding processing in Iran becomes very slow and inefficient. Each transaction required to request the relevant telephone number to supplier that might be interested in bidding on the item, it would often take purchasing personnel more than one week to gather the information, send it to... 

Miniator car is the first Iranian car that its platform is utterly produced in Iran and would be introduced to the market soon. One of the most important matters for this car’s entrance to the market is considering and responding to the customer needs and requirements. In this thesis the customer needs are identified using the conjoint analysis and Kano method. Using the Kano method the installable elements in introduction phase on Miniator car are classified based on the customers’ point of view. Via conjoint analysis the optional elements of type two of Miniator are identified and then the desirability of each type of Miniator is specified. At last appropriate marketing solutions are... 

High volume domestic and international trade and business and their risks, force companies and business people to use financial services such as banks and insurance companies much more than ever, but heavy competition in this industry impel financial service managers to work hard on their marketing strategies and plans. Promotion and communication tools are one of the most important parts of each marketing campaign, but they are usually very costly and marketing managers have to find and use more effective techniques to manage their budget limitation. The purpose of this thesis is to find out the most important promotional and communication strategies in financial services industry and to... 

Due to the intensive competition in the markets and high risk of other strategies, in recent decades, Strategic Alliances (SA’s) have been widely used as a frequent strategy by industries and service sectors especially tourism industry and travel agencies. In this research, using Transaction Cost Theory (TCT), we tried to determine the appropriate types of strategic alliances for Iranian Travel Agencies with regard to the expansion of such inter firm relationships among Iranian travel agencies. Using both qualitative strategy through depth interviews and qualitative strategy through survey and statistical tests, the results of research were determined according to the four main constructs of... 

Consumers make buying decisions every day and managers or marketers try to understand why, when, where and how consumers make decisions to buy a product. One complex duty of managers is to understand consumer buying behavior in order to adapt their effort to consumers’ interest. Many studies gathered possible influent factors on consumer buying decisions that should consider as a basic of marketing strategy effort. In this time due to appearance large competitors and producers in the market of home appliance in Iran, consumers have more choice to select and purchase one product among different brands. In addition, high volume of advertizing, consistency of preliminary attribute among...