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Launching a new-to-the-world product
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title:

Launching a new-to-the-world product

Background:

Innovation is something that continuously leads to new knowledge and technologies. A vital step for an innovation is to actually launch it as a product. If the launch would be improved, the rate of success would increase.

Purpose:

The purpose of this paper is to study how new-to-the-world products could be launched.

Delimitations:

The delimitations in this paper are that issues concerning the brand, promotion, logistics and additionally the process before the launch will not be considered.

Methodology:

The research is characterized by an inductive approach. The information in this paper was gathered by a case study, semi-structured interviews and a survey. Due to both quantitative and qualitative research, triangulation was used.

Conclusion:

There are many elements to take into account when launching a new-to-the-world product. These elements are adoption and diffusion process, segmentation, pricetiming, power of buyers, relative advantage and compatibility. Also if first-mover-advantage could be realized should be taken into consideration.

Suggestion for further research:

Further research could involve going deeper into different companies and finding patterns between different industries. By more people shining light upon this subject, more views and aspects can arise, which could contribute to a broader understanding of the concept launch.

Place, publisher, year, edition, pages
2011. , 61 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13158OAI: oai:DiVA.org:lnu-13158DiVA: diva2:427543
Educational program
Business Administration and Economics Programme, 240 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-28 Created: 2011-06-28 Last updated: 2011-06-28Bibliographically approved

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