Standard Article

Managing Product Introductions and Transitions

  1. Özlem Bílgíner,
  2. Feryal Erhun

Published Online: 14 JAN 2011

DOI: 10.1002/9780470400531.eorms0489

Wiley Encyclopedia of Operations Research and Management Science

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. .

Author Information

  1. Stanford University, Department of Management Science and Engineering, Stanford, California

Publication History

  1. Published Online: 14 JAN 2011

Abstract

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.

Keywords:

  • product introductions;
  • product transitions;
  • product rollover strategies;
  • diffusion models;
  • pricing;
  • timing