Successful International New Product Launches in the Consumer Goods Industry

ab 34,90 

Claudia Reichl

ISBN 978-3-643-90383-9
Band-Nr. 4
Jahr 2014
Seiten 312
Bindung broschiert
Reihe Unternehmensforschung

Artikelnummer: 978-3-643-90383-9 Kategorien: , ,


Successful international new product launches offer companies a great opportunity for sustained growth and long-term survival but these launches also present firms with a multitude of barriers.

Consequently, a high rate of new products being launched internationally fail – oftentimes resulting in serious consequences. What are the underlying causes? And, what are the keys to best achieve success?

Based on a comprehensive overview of the barriers to international new product launches, this thesis offers appropriate, detailed measures to effectively and efficiently overcome these barriers. As you will learn, the targeted interaction with relevant stakeholders plays a particularly decisive role