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Management of innovation and launch has become important strategic issue in business marketing, but the launch has been used only in a few academic studies in international industrial and business marketing. The purpose of this paper is to analyse the extant academic literature related to launch and to examine how the identified themes in the literature are seen in an industrial company's marketing practices when launching its products globally. The present paper aims to answer questions: how the concept of launch is used in business marketing literature? What kind of research about launching of industrial products globally can be found? How the identified themes in the literature can help an industrial company when launching process equipment to global OEMs?
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