Marketing Launch

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon


The proficiency of a new product launch refers to the dedication of sufficient and relevant resources to support a new product or service introduction. Such launch proficiency is a critical indicator of the new product or service performance (Cooper 1979, Cooper and Kleinschmidt 1987, Dwyer and Mellor 1991, Green, Barclay and Ryans 1995, Song and Parry 1997). Launching a new product entails both strategic and tactical decisions (Hultink et al. 1997, Chiu et al. 2006). The strategic decisions occur earlier in the development process and pertain to the product strategy, the market strategy, and how the project fits in the firm’s overall strategy (Hultink et al. 1998). Tactical decisions instead occur after the conceptual and physical development of the new product (Hultink et al. 1997). A launch plan features a coordinated set of tactics for introducing the new product, encompassing pricing, branding, promotion, and distribution decisions. This chapter covers such tactical decisions, with the exception of branding, covered in Chapter 13.


Signaling Strategy Price Strategy Reservation Price Conjoint Analysis Competitive Reaction 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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