Managing Product Introductions and Transitions
Published Online: 14 JAN 2011
Copyright © 2010 John Wiley & Sons, Inc. All rights reserved.
Wiley Encyclopedia of Operations Research and Management Science
How to Cite
Bílgíner, Ö. and Erhun, F. 2011. Managing Product Introductions and Transitions. Wiley Encyclopedia of Operations Research and Management Science. .
- Published Online: 14 JAN 2011
As the rate of innovation increases, companies face expanding product lines, shorter product lifecycles, and more frequent product transitions, all of which can bring tremendous value but also pose enormous challenges. In this article, we provide a brief introduction to and survey of product introductions and transitions. We discuss supply and demand factors that must be considered for a successful product launch. Dynamics of a product launch depend primarily on how demand is generated. Of the various theories which explain demand generation, new product diffusion theory is among the most commonly used. Thus, we also provide a brief introduction to new product diffusion models. We conclude with potential research directions.
- product introductions;
- product transitions;
- product rollover strategies;
- diffusion models;