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首页> 外文期刊>Journal of Global Scholars of Marketing Science: Bridging Asia and the World >Launch timing and launch activities proficiency as antecedents to new product performance
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Launch timing and launch activities proficiency as antecedents to new product performance

机译：发布时间和发布活动熟练程度是新产品性能的先决条件

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摘要

Accelerating time to market is widely viewed as a contributor to increased new product sales and profit performance. The new product literature also agrees that better performance of the activities related to product launch should result in improved product performance. Relatively less understood, however, is the important role played by launch timing. That is, the firm must choose the correct moment to launch the product with respect to the objectives of top management, distributors, and customers. The emerging literature on this topic suggests a complex relationship between launch timing, launch activities, and new product performance. Based on the literature on market orientation, time-to-market acceleration, launch timing, project management leadership, and cross-functional integration, we develop a conceptual model of new product performance. We empirically test the model using data from US-based product managers. We find that market orientation, cross-functional integration, and leadership style are significant antecedents to timing and speed to market as well as to launching activities proficiency, both of which lead to improved new product performance. We conclude with managerial recommendations and implications. , (, , ) , , , , , , , , , , , “”, , , , , Calantone and Di Benedetto, , , , , , , (Hultink et al. 1998; Langerak et al., 2004) , , , , , , , , () , , (, ) , , , , , , , (), , View full textDownload full textKeywordslaunch marketing, launch activities proficiency, new product performance, launch execution, innovationKeywords, , , , Related var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/21639159.2012.717370
机译：加快上市时间被广泛认为是增加新产品销售和利润业绩的原因。新产品文献还同意，与产品发布相关的活动的更好性能应可改善产品性能。然而，相对较少了解的是发射时间所起的重要作用。也就是说，公司必须根据高层管理人员，分销商和客户的目标选择合适的时机发布产品。有关该主题的新兴文献提出了发布时间，发布活动和新产品性能之间的复杂关系。基于有关市场定位，加快上市时间，启动时间，项目管理领导力和跨职能集成的​​文献，我们开发了新产品性能的概念模型。我们使用来自美国的产品经理的数据对模型进行经验测试。我们发现以市场为导向，跨职能的集成和领导风格是上市时间和速度以及开展活动熟练程度的重要先决条件，这两者都可以改善新产品的性能。我们以管理建议和含义作为结尾。 ，（，，，，，，，，，，，，，，（，，，，，，，，（， 2004），，，，，，，，，（），，（，），，，，，，，（），，，，查看全文下载全文关键字启动营销，启动活动熟练程度，新产品性能，启动执行，创新关键字，相关的var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，servicescompact：“ citeulike，netvibes，twitter，technorati，delicious，linkedin，facebook，stumbleupon，digg，google，更多”，pubid：“ ra-4dff56cd6bb1830b”}；添加到候选列表链接永久链接http://dx.doi.org/10.1080/21639159.2012.717370

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