New product launch “mix” in growth and mature product markets

Susan Hart (University of Strathclyde, Glasgow, UK, and)
Nikolaos Tzokas (University of East Anglia, Norwich, UK)

Benchmarking: An International Journal

ISSN: 1463-5771

Publication date: 1 December 2000


This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the theoretical and empirical development of the new product launch field in the marketing management discipline.



Hart, S. and Tzokas, N. (2000), "New product launch “mix” in growth and mature product markets", Benchmarking: An International Journal, Vol. 7 No. 5, pp. 389-405.

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Copyright © 2000, MCB UP Limited

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