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Launch Strategies

Part 5. Product Innovation and Management

  1. Katrin Talke,
  2. Erik Jan Hultink

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05007

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Talke, K. and Hultink, E. J. 2010. Launch Strategies. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. Delft University of Technology, Delft, The Netherlands

Publication History

  1. Published Online: 15 DEC 2010


Decisions made during the launch phase are recognized as important drivers of new-product performance. At the same time, a new-product launch is often the single most costly step in the new-product development process. This launch phase also involves large risks as this stage is often the make-or-break point for a product's life cycle. The present article summarizes the extant knowledge on successful launch strategies. It starts by discussing the differences between strategic and tactical launch decisions, and then it presents how different launch strategies are related to new-product performance. Subsequently, we discuss some important antecedents of successful launch decisions, such as the corporate mind-set and a firm's market orientation. A successful launch strategy should not only focus on the final customer but it should also target other stakeholders in the firm's environment, such as suppliers, competitors, and the sales force. We identify several of these important stakeholders and show how these potential diffusion barriers can be successfully addressed during the launch phase of a new product.


  • new-product launch;
  • launch strategy;
  • launch tactics;
  • diffusion barriers