High technology launch strategies in the U.K

High technology launch strategies in the U.K

This article examines the new product launch strategies of high technology companies in the U.K. Four main groups of strategies are identified: (1) positioning the product; (2) winning market support; (3) co-operation with other producers; and (4) reducing the risk of adoption. This article explores...

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Veröffentlicht in:Industrial marketing management 1989-05, Vol.18 (2), p.125-138
Hauptverfasser: Easingwood, Chris, Beard, Charles
Format: Artikel
Sprache:eng
Schlagworte:
High technology
Market positioning
Market strategy
Marketing
Methods
Product introduction
Risk
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Zusammenfassung:This article examines the new product launch strategies of high technology companies in the U.K. Four main groups of strategies are identified: (1) positioning the product; (2) winning market support; (3) co-operation with other producers; and (4) reducing the risk of adoption. This article explores the underpinnings of these four launch strategies.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(89)90029-1