New product launch ‘mix’ in growth and mature product-markets

Hart, Susan and Tzokas, Nikolaos (2000) New product launch ‘mix’ in growth and mature product-markets. Benchmarking-An International Journal, 7 (5). pp. 389-405.

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This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the theoretical and empirical development of the new product launch field in the marketing management discipline.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Nicola Secker
Date Deposited: 18 Apr 2011 15:34
Last Modified: 24 Jul 2024 08:39
DOI: 10.1108/14635770010359874

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