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LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT

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Author(s): Lavinia DOVLEAC

Journal: Management & Marketing
ISSN 1841-2416

Volume: IX;
Issue: 1;
Start page: 149;
Date: 2011;
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Keywords: high-tech product | product adoption process | launching process | product lifecycle | innovators | PC tablet

ABSTRACT
This paper aims the difficult problem of creating new product concepts in thearea of high-technology and innovation. Because of scientific discoveries andimpressive development of technology, many companies compete for marketsupremacy on the technological innovations market. In a global market,which is currently in an economic and financial crisis, consumers make a newhierarchy of priorities in terms of expenditure and consumption. Therefore,companies that create new products must be very careful about 2 aspects,so the new product may not become a failure: the products positioning on themarket and the target group which they address to. This paper belongs to themarketing area by bringing into discussion theoretical concepts, by analyzingthe stages crossed by a company in the process of launching a new hightechproduct and crossing the abyss in the product adoption process byconsumers.

Tango Jona
Tangokurs Rapperswil-Jona

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