Sample buying behaviour to be influenced (Guiltinan,

Sample Literature Review

The research literature identifies
several launch challenges, for example, timing, decisions, demand, cross-functional
silos and sales management. In case of innovative technology applications that
are developed and launched is the process of introducing a new product into the
market for initial sale (Tzokas, Hultink and Hart, 2004;
Cooper, 2014). And its main purpose is to maximise companies
profitability by achieving acceptance in the target market and depend on the
specific buying behaviour to be influenced (Guiltinan, 1999).

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 Accordingly, a great deal of launch literature
examines the elements of launch that contribute to new product success (Guiltinan, 1999; Bruce, Daly and
Kahn, 2007; Tidd and Bessant, 2013; Johnson and Sohi, 2017). However, launch challenges, the other side of
the coin, have been largely ignored. In addition, launch is said to be often
poorly managed (Schoenherr and Swink, 2015), and the launch process to be unstructured (Roger J. Calantone and C. Anthony Di Benedetto, 2007; Wilson et al.,
2016). Therefore, it is suggested here that in order to
develop a more organized approach on launch it would be important to understand
the challenges of it. Because the marketing function is a focal function during
launch (Schneider and Hall, 2011; Tidd
and Bessant, 2013), marketing perspective is considered suitable
for examining these challenges. That means that for example production ramp-up
issues are not of interest here as such, but perhaps their effects on the
timing of the new product launch process.

New product launch
activities formulated on the bases of the organisations strategy, considering existing
product iteration or extensions, and introduced to seek growth, to meet market
demand and to take advantages of consumer desires. In addition, it reduces
marketing efforts, reduces risk and enhances the parent brand. However, if the
product loses its purpose, or released to soon or causes confusion amongst
customers and requires recognising the issues, stepping in and correcting any
inaccuracy, which often can be very costly and purely managed. New product
launch particularly is already very costly process and the organisation need to
provide for not only marketing activities, but also invest in internal and
external training, gear up productions and align all operations (Kotler et al., 2008).

The main goal of this research
is to combine the product launch, change management elements, and provide a
product launch framework for a common use in different product launches inside
the case company.

Identify the most critical
product launch stages from change management perspectiveResearch objective and questionsThe capabilities and conditions of successful product
launch have been viewed from various perspectives by researchers and scholars. This
research will be analysing the product launch process of the case company in
the context of change management. Therefore, this research has two complementary
goals, first to gain a common understanding of change management and launch process
improvement and the possibility coloration between both terms. Secondly, it
aims to provide references for improving management practice concerning product
launch process in the selected case company. This research will investigate and
analyse the change management process transfer and implementation within
product launch process. Common and different process frameworks will be
identified in the case company and how these frameworks influence the new
product introduction. These issues will be critically analysed to compare the
observed practice in the case company with theoretical developments and with results
of earlier studies. On that bases, the following research questions will
have to be answered:Whether launch process management can be achieved through
change management?How case companies launch process change can be
implemented to achieve cross-functional efficiency or is there a need to  Research scope, limitations and validly of the
researchBoth product launch process and change management
subjects are widely applied and covering every point would exceed the dimensions
of this research. Therefor this research will only provide for an overview of
product launch process in the technology industry and change management concepts
to create a baseline understanding required before the actual research conducted.
Since this is a case study the validity and scope of the research is limited to
the case company and particular product launch process discussed.


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