Tactical launch decisions: influence on innovation success/failure

Abstract

Purpose

Innovation launch strategies are usually critical for innovation success. The main objective of this work consists of analysing the influence of the tactical launch decisions on new product performance

Design/methodology/approach

Starts with a brief literature review. Then the results obtained in our study are compared with those obtained in other research. The data used in our research describes a new product launch in the Spanish agro‐food sector. The method for collecting the information was through a mailed questionnaire. Because most of response variables were categorical, and in order to verify the proposed hypotheses, cross tabulation was used. We used Pearson's chi‐squared (χ²), likelihood ratio (H²) and the adjusted residuals too.

Findings

The results propose a series of recommendations for the executives in charge of marketing new products. Specifically, suggests that it will be more likely to achieve success if, when launching a new product, skimming strategies are used, if intensive distribution is used for selling an innovation and the investment in the communication media is greater than that made by competitors. However, it is more possible to fail if the new product is marketed using an individual brand, penetration prices, push communication strategies and less expenditure on this concept than the competitors.

Research limitations/implications

The literature review suggests that some of these tactical decisions seem to be related with other launch decisions (strategic launch decisions). As a result of this, it will be interesting to perform these similar analyses for those as well as to analyse the possible links that may exist between both and their influence on the results. Future research could explore these relationships in other industrial sector or countries. Perhaps, it would be possible provide a common perspective.

Originality/value

In spite of the importance of the last phase of new product, there are few empirical works about it. This work tries to explain the transcendence of the tactical launch decisions and the influence of it on the success/failure of an innovation

Citation

Garrido‐Rubio, A. and Polo‐Redondo, Y. (2005), "Tactical launch decisions: influence on innovation success/failure", Journal of Product & Brand Management, Vol. 14 No. 1, pp. 29-38. https://doi.org/10.1108/10610420510583725