Critical success factors for radical new products, focusing on their launch phase strategies
Stantiall, Stephen (2013) Critical success factors for radical new products, focusing on their launch phase strategies. [Dissertation (University of Nottingham only)] (Unpublished)
There is a substantial amount of literature on the new product development process; however, the launch phase of this process has received relatively little attention. Moreover the focus has been on incremental innovations leaving the radical innovation literature virtually unexplored. Furthermore, the roles of branding and the new marketing communications media on launching radical innovations have also received very little attention. For these reasons, this research intends to fill these gaps in the marketing literature by investigating the factors that lead to successful launches for radical innovations, thus adding value to the academic literature and potentially sparking further research into these unexplored areas.
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