Lehtimäki, T. & Simula, H. & Salo, J. (2008) Clarifying the terms launch and commercialization : reflections from theory and practice. In: Conference proceedings and full papers of the 37th EMAC Conference, 27-30 May 2008, Brighton, UK, CD-rom, pp. 1-9.
Clarifying the terms launch and commercialization : reflections from theory and practice
|Author:||Lehtimäki, T.; Simula, H.; Salo, J.|
|Online Access:||PDF Full Text (PDF, 0.3 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2020081048259
|Publish Date:|| 2020-08-10
Terms launch and commercialization are used interchangeably and without explicit definitions in the literature making both terms vague. The purpose of this paper is to discuss the similarities and differences between these terms with a help of a critical literature review and illustrative case studies. It is shown that the terms are used to discuss the same broad phenomena, but research issues under them and the empirical data imply that the terms are not exactly the same. As a conclusion, clarification of the terms by utilizing the found differences is encouraged and new directions for research in marketing are proposed.
|Pages:||1 - 9|
Conference proceedings and full papers of the 37th EMAC Conference, 27-30 May 2008, Brighton, UK
EMAC Conference : Marketing Landscape - A pause for thoughts
|Type of Publication:||
B3 Article in conference proceedings
|Field of Science:||
512 Business and management
The financial support of the Finnish Funding Agency for Technology and Innovation is gratefully acknowledged
© 2008 The Authors.