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Processes of new product launches: Case studies of wood product suppliers
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Purpose: Previous studies have shown that a strong launch effort is fundamental to new product success. Most new product development (NPD) studies focus on the entire process; few consider the process of the new product launch stage alone. The purpose of this paper is to investigate what actually happens in that process.

Design/methodology/approach: The study is based on exploratory case studies. Evidence is drawn from four wood product suppliers based in Sweden. Eight semistructured interviews and one workshop with managers working with top management and in R&D, marketing, and sales were conducted to collect data. Pattern-matching logic was the primary data analysis technique.

Findings: Results largely support the relevance of strategic and tactical launch decision variables for a new product launch. They also show that the new product launch process can generally be divided into strategic planning, selling and negotiating with customer/channel partner, sales of new products, and launch evaluation stages. This study argues that distribution channel strategy of new product launch should be regarded as a dimension of strategic decisions rather than tactical decisions, because it is made in the early stages of new product launches, and has significant impact on tactical launch decisions regarding the marketing mix.

Originality/value: In theoretical terms, this study contributes to an understanding of the process of the new product launch that has been given scant theoretical or empirical attention in either new product or marketing literature. We provide empirical evidence from wood product suppliers to support the separation of strategic launch variables and tactical launch variables.

Keyword [en]
New product launch, Process, Strategic decision, Tactical decisions, Wood products
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:liu:diva-88481OAI: oai:DiVA.org:liu-88481DiVA: diva2:604221
Available from: 2013-02-08 Created: 2013-02-08 Last updated: 2013-02-08Bibliographically approved
In thesis
1. The Role of Suppliers and Resellers: Cases of Timber Product Distribution Channels
Open this publication in new window or tab >>The Role of Suppliers and Resellers: Cases of Timber Product Distribution Channels
2013 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This dissertation aims to explain the impacts of distribution channel developments on the roles of timber product distribution channel actors. The role of channel actors in this dissertation is defined as the structured behaviour pattern that combines activities and resources in distribution channels. Three phenomena and their impacts on channel actors’ roles are addressed: (1) shifts in manufacturers’ supply chain position, (2) the changing nature of manufacturing companies’ offerings, and (3) concentrated markets with enhanced resellers. The research builds on case studies focusing on timber product distribution channels. The dissertation consists of an extended summary, six papers, and a grand case description.

This dissertation has produced several findings. First, reseller developments have driven changes in the retailer supply chain structure and have placed pressure on manufacturers. Manufacturers’ downstream vertical integration and their move to a total offering approach can be seen as countervailing effects on reseller developments. These effects have result in a new type of role: the integration role, while the significance of the service role has increased. Second, resellers have gained a central position in distribution channels, not only because they are in good position to exploit the clones to customers, but also because their business has extended from being suppliers’ distribution partners to customers’ supply hub.

Theoretically, this research contributes to the field of distribution channels by proposing definitions of roles and the roles of channel actors that allows for a better understanding of the dynamics of distribution channels. This research also proposes a distributionsupply view of vertical systems that highlights the roles played by resellers in defining offerings to customers, shaping supply chain structures, and developing and launching new products.

Place, publisher, year, edition, pages
Linköping: Linköping University Electronic Press, 2013. 275 p.
Series
Linköping Studies in Science and Technology. Dissertations, ISSN 0345-7524 ; 1502
Keyword
Distribution channels, roles, role changes, downstream vertical integration, offerings, timber products
National Category
Economics and Business
Identifiers
urn:nbn:se:liu:diva-88483 (URN)978-91-7519-687-9 (ISBN)
Public defence
2013-03-01, Planck, Fysikhuset, Campus Valla, Linköpings universitet, Linköping, 10:00 (English)
Opponent
Supervisors
Available from: 2013-02-08 Created: 2013-02-08 Last updated: 2013-02-08Bibliographically approved

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Guan, WeiRehme, JakobNord, Tomas

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