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Goel, Akanksha (2008) Critical Success Factors Involved in the Launch of a New Product in National and International Market: Focus on Indian Paint Companies. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This research seeks to extend the earlier work done by various researchers and authors that examined the factors involved in the new product launch. In particular, the critical success factors involved in new product launch and the internationalization of the firm to launch the product in the foreign market is examined. The research is done in the context of the Indian Paint industry.

The central research methodology for the project uses a qualitative approach involving the interviews. The interviews were taken from Asian Paints Ltd., Berger Paints and Rajdoot Paints. The interviewees were asked certain specific questions regarding the new product launch in national and international market. The interview explored the new product development and the launching tactics of these companies.

From the interviews it was made clear that the companies follow all the main strategies that are required in the new product development and the launch of the product which proves out to be beneficial. But there are certain factors that companies do not take into consideration that the researchers talk about. These come out to be

recommendations for them. Some of the limitation of the research is also covered which would be really helpful for the further researchers.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	26 Sep 2008
Last Modified:	24 Jan 2018 18:52
URI:	https://eprints.nottingham.ac.uk/id/eprint/22148

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