Successfully launching your product: getting it right

Ameeta Soni (Ameeta Soni ( is chair of the MIT Enterprise Forum of Cambridge, Massachusetts, and founder, president and CEO of Aanza, Inc., providing product lifecycle management software and consulting services.)
Harriet Cohen (Harriet Cohen ( serves on the board of the MIT Enterprise Forum of Cambridge and is the founder and CEO of Business Topology, providing software tools that maximize the ROI of a company’s investment in engineering.)

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


Every company wants to launch the “right” products in the market quickly and retain loyal customers for a long time. So why is this so difficult for most companies? Often, product launch failures are due to such fixable factors as: poor understanding of user needs; lack of competitive analysis; lack of understanding of regulatory or channel issues; lack of up‐front planning; and poor cross‐functional communication.



Soni, A. and Cohen, H. (2004), "Successfully launching your product: getting it right ", Handbook of Business Strategy, Vol. 5 No. 1, pp. 263-268.

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Copyright © 2004, Emerald Group Publishing Limited

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