scholarly journals Does digitalization boost companies‘ new product launch success?

2021 ◽  
Vol 1 (1) ◽  
pp. 62-83
Author(s):  
Alexander Salmen
Keyword(s):  
Price Competition ◽  
Industrial Revolution ◽  
New Product ◽  
Life Cycles ◽  
Product Launch ◽  
New Product Success ◽  
Empirical Survey ◽  
Product Success ◽  
New Product Launch ◽  
Relevant Topic

Digitalization and new product launch are two important topics which have been proved to have large input on companies’ success. Digitalization, because it can boost productivity, diminishes cost and raises effectiveness. New product launch, because innovation success guarantees high product margins and helps to avoid existence-threatening price competition in commoditized product markets. However, regarding shorter product life cycles, the ability to innovate and launch new products successfully, becomes an evident driver of companies’ success.  Can digitalization with its described effects help to raise new product launch success? Are companies who obtain a higher level of digitalization degree, more successful concerning new product launch results? Although this question is a relevant topic to marketing and strategic management, there has not been research on that topic. Thus, research on that subject would close a relevant gap in science.  In that sense, the objective of this article is to reveal the link between digitalization and new product launch success.This question is highly relevant before the background of the fourth industrial revolution, driven by the digitalization of business. Nevertheless, this specific question has never been asked. Also, no construct exists which allows to operationalize and measure the amount of the digitalization degree related to those digitalization measures that are relevant for new product success (= the relevant digitalization degree). This study is a first attempt to open the new field of links between digitalization and new product success. Therefore, the correlation between new product launch success and digitalization degree of German B2B traders has been inspected on the basis of an empirical survey.

scholarly journals Link between digitalization and new product launch

2021 ◽  
Vol 1 (2) ◽  
pp. 37-56
Author(s):  
Alexander Salmen ◽  
Katerina Ryglova
Keyword(s):  
New Product ◽  
Small Sample ◽  
Product Launch ◽  
Panel Survey ◽  
Industrial Firms ◽  
New Product Success ◽  
Product Success ◽  
Correlation And Regression Analysis ◽  
Changing Trends ◽  
New Product Launch

Digital transformation and new product success are critical factors for companies’ competitiveness. Does a link exist between digitalization measures within companies, and their new product success? A former study among trading companies has diagnosed a link already. However, as only limited to trading business and a small sample, results stay little robust. Further research is needed. Therefore, the question of this work is, if this link also exists within B2B industrial firms, hypnotising that the link should also be there. Therefore, empirical data among 1.000 production firms in Germany has been gathered with a huge panel survey. Current times are described by high competition and fast changing trends. Companies’ abilities to innovate is therefore a result and a necessary ability to encounter the threat of being outperformed by competitors. Research on this subject therefore closes a relevant scientific gap. This article enlarges the knowledge gathered from a first survey among traders, with a bigger survey among industrial firms. The method of this work is to collect data within German B2B industrial firms and to run a correlation and regression analysis to answer the question, if companies who took relevant digitalization measures, report also higher new product success and compare the results to the previous study among trading firms. The study confirms the previously found link as well for industrial firms. Companies who take digitalization measures, can take profit from them by a higher success of new products.

Overview of ramp-up curves: A literature review and new challenges

2016 ◽  
Vol 232 (5) ◽  
pp. 755-765 ◽  
Author(s):  
Ramón Bultó ◽  
Elisabeth Viles ◽  
Ricardo Mateo
Keyword(s):  
New Product ◽  
Relevant Information ◽  
Life Cycles ◽  
Product Launch ◽  
Production Plant ◽  
Automotive Sector ◽  
New Production ◽  
New Markets ◽  
High Expectations ◽  
New Product Launch

The automotive sector, along with many others, has been subject to two key trends in recent times. The first relates to globalization, in other words, the incorporation of new markets and a growing demand that needs to be satisfied. The second concerns the high expectations of customers regarding quality and the on-going renovation of products. The incorporation of new markets results in the expansion of new production centres all over the world, making it necessary to synchronize launches in different parts of the globe. Furthermore, customers’ new demands cause shorter product life cycles. Time is seen as the main factor in the success of any new product launch. Particularly, the period that begins when the production has started in a production plant and continues until the planned production rate has been attained (the ramp-up curve). Because launches have become more frequent, the specific importance given to the life of the model is greater. This article has the following objective: provide a thorough review of the literature, focusing on this specific phase in the life cycle of a model in order to identify, compile and extract any relevant information that will enable us to build a theoretical framework for the ramp-up curve. The article begins by analysing the different interpretations of the phases of the launch stage of a new product that exist in the literature, and it concludes with the evidence that ramp-up curves are an item of scientific interest, where the 21% of the papers relating to this item are focused on the automotive sector, where planning and management are the most recurrent themes. Finally, two themes that remain open for further research are detected: the lack of structured organization during the ramp-up phase and knowledge transfer between different launches of the same product in different places.

New product selling challenges (key insights in the ICT sector)

2018 ◽  
Vol 10 (3) ◽  
pp. 291-319 ◽  
Author(s):  
Archana Sharma ◽  
Mahim Sagar
Keyword(s):  
Group Discussion ◽  
New Product ◽  
Sales Force ◽  
Product Launch ◽  
Content Type ◽  
Product Success ◽  
New Product Launch ◽  
Information And Communication ◽  
The Relationship

Purpose The purpose of this study is to identify crucial and new product selling challenges in the Information and Communication Technology (ICT) sector for the companies operating in Business to Business (B2B) sales setting. Design/methodology/approach This study uses qualitative techniques of focus group discussion, semi-structure interviews and thematic content analysis to explore crucial and new product selling challenges. Total interpretive structuring modeling (TISM) is used to create a hierarchy amongst the factors and interpret the relationships amongst them. Findings This study identifies crucial challenges for the ICT sector. The TISM framework helped in identifying variables and explained the relationship between the identified variables. Research limitations/implications The findings may have been affected by the small size of the sample, the research was restricted to Indian market only and the result would have varied across cultures and different domains. Practical implications Companies in the ICT sector are eager to develop new products but fail to sell it. Salespeople play a crucial role in diffusing the new product in the market. Addressing the challenges faced by salespeople will improve not only the sales of the new product but also the overall the operational efficiency of the sales force. Social implications Although several studies have suggested that sales force is the major contributing factor to new product success, few studies have focused on the role of salespeople in new product launch, particularly with respect to challenges in new product selling. Originality/value This is the first study to identify new product selling challenges in the ICT sector.

New Product Launch Strategy for Network Effects Products

2003 ◽  
Vol 31 (3) ◽  
pp. 241-255 ◽  
Author(s):  
Yikuan Lee ◽  
Gina Colarelli O'Connor
Keyword(s):  
Network Effects ◽  
New Product ◽  
Product Launch ◽  
New Product Launch ◽  
Launch Strategy
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