2021
DOI: 10.11118/actaun.2021.008
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New Product Launch Success: A Literature Review

Abstract: This review article deals with the current state of knowledge on the topic of launching new products on the market and the success factors that constitute launch success. As things stand today, it can be stated that the existing research work already covers a broad range of topics and that there is an extended pool of relevant results, which, however, appear rather confusing for the most part due to the lack of comparability of methods and indicators and a large number of specific topics dealt with. It also re… Show more

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Cited by 2 publications
(1 citation statement)
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“…The success and marketability of a new product are significantly reflected in the way products are appraised. The term 'new product performance' is often used to describe success, and product perception becomes one of the key indicators to measure the success of a product (Salmen, 2021). It focuses on a solid understanding of user needs and their experiential perceptions.…”
Section: Introductionmentioning
confidence: 99%
“…The success and marketability of a new product are significantly reflected in the way products are appraised. The term 'new product performance' is often used to describe success, and product perception becomes one of the key indicators to measure the success of a product (Salmen, 2021). It focuses on a solid understanding of user needs and their experiential perceptions.…”
Section: Introductionmentioning
confidence: 99%