Strategic Considerations To New Product Development(NPD) And Product Launch In Pakistan

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Arif, Salman (2013) Strategic Considerations To New Product Development(NPD) And Product Launch In Pakistan. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The aim of the research was to understand what problems and

considerations companies needed to take into account when launching new products in emerging markets, particularly by looking at the case of Pakistan. For this purpose semi-structured, in-depth interview approach was used with nine marketing professionals from renowned multinational corporations and local firms based in Karachi, Pakistan. Based on these interviews, the author derived four main themes which address the research question.

The author argues that that local firms and MNCs operating in Pakistan adopted a blend of various strategies when launching new products; with a majority of the strategies adopted by firms being in consensuses with the new product and launch literature, such as the Stage-Gate process.

Moreover, the research also showed that during new product development firms faced numerous challenges, such as lack of R&D, corruption, lack of infrastructure, and so on.

Furthermore, drivers behind successful launches were also identified. These included market size, market growth, market positioning, target strategy,competitors and firms commitment towards the new product. Lastly, it was

found that firms in Pakistan adopted a wide product assortment and a strong branding strategy, along with incremental innovation in a launch of a new product.

Item Type: Dissertation (University of Nottingham only)
Keywords: new product development, launch strategies, emerging markets,launch strategies in Pakistan, strategic launch decisions, tactical launch decisions, new product innovation strategy, market challenges in Pakistan.
Depositing User: EP, Services
Date Deposited: 27 Mar 2014 15:32
Last Modified: 21 Mar 2022 16:11
URI: https://eprints.nottingham.ac.uk/id/eprint/26695

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