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New Product Launch Process Adoption in the Technology Industry: Technology Commercialization Process from within a Case Business

Osipova, Ligita (2018) New Product Launch Process Adoption in the Technology Industry: Technology Commercialization Process from within a Case Business. Masters thesis, Dublin, National College of Ireland.

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Establishing a thorough understanding and implementation of best practices in the product launch (commercialisation) process is seen by many academics as a key determining factor that yields the most effective results for global product launches.

Although this is advocated by a number of academic peers as forming one of the most critical juncture of the launch process many organisations appear to neglect the associated risks by not investing resources in fully structuralising the process up from the beginning of the process.

Previous academic research has established three critical elements; firstly strategic and secondly tactical and thirdly, organisational integration. The aim of this study is to analyse, evaluate what challenges are presently facing the case business when starting, and in the subsequent execution of the product launch process. Some of the specific areas evaluated included; the various types of techniques being adapted to facilitate the process and how their strategic and tactical decision making combined with inter-functional cooperation affects the overall performance of global product launches for the business.

After carefully evaluating various methodologies, the researcher determined that a case study approach was most practical and suitable as an optimum research approach for this study. The reasoning for favouring case study research over other research approach is that the aim of this study is to build a context within the case business and therefore, this method provided the flexibility to explore the problems that emerged during the data collection process.

The research has shown a clear pattern that the case business appears to be somewhat detached from strictly adhering to academic theories or adapting best practice principles for product launches. It also reveals that internal and externally directed strategic activities are equally important and has an effect on the performance of the global product launches. It’s can be also argued that the process of centralisation and consolidation should be taken into consideration ahead of commercialisation and as a result, product strategy and organisational integration presumably plays a more crucial role in realizing the commercial benefit the business is seeking.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Business Administration
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 30 Oct 2018 11:52
Last Modified: 30 Oct 2018 11:52

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