New product development and product launch strategies<p>Yeni ürün geliştirme ve lansman stratejileri
Journal Title: Journal of Human Sciences - Year 2016, Vol 13, Issue 1
Abstract
In today’s highly competitive environment, a balanced product portfolio, success in new product development and product launch are important factors for the sustainability of organizations. The aim of the study is to reveal the right product launch steps for the companies through theory and case study. In the study, new product development and product launch strategies are first investigated theoretically. Afterwards, a successful product series launch case from cosmetics sector is analyzed. In this exploratory research, the secondary data is collected via literature review. Primary data is collected via in-depth interview. It is found that marketing research and market test can be evaluated as critical success factors in new product launch. Özet Dengeli bir ürün portföyü, yeni ürün geliştirme ve lansman başarısı artan rekabet ortamında işletmelerin devamlılığını sağlayan önemli faktörlerdir. Çalışmanın amacı lansmanda firmaları başarıya götüren adımları teori ve vaka üzerinden ortaya koymaktır. Bu çalışmada yeni ürün geliştirme ve lansman stratejileri önce teorik olarak, ardından kozmetik sektöründen bir ürün serisinin lansman başarısı vaka üzerinden incelenmiştir. Keşifsel türdeki araştırmada, ikincil veriler literatürden, birincil veriler ise derinlemesine mülakat ile elde edilmiştir. Pazarlama araştırması ve pazar testinin yeni ürün lansmanında kritik başarı faktörü olarak değerlendirilebileceği bulgusuna ulaşılmıştır.
Authors and Affiliations
Filiz Bozkurt Bekoğlu, Ahu Ergen
Keywords
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