Lehtimäki, Tuula K. (2012) Managing the new product launch process : cross-functional information exchange perspective. International Journal of Advances in Management and Economics 1(4): 31-41. https://www.managementjournal.info/index.php/IJAME/article/view/185/178
Managing the new product launch process : cross-functional information exchange perspective
|Author:||Lehtimäki, Tuula K.1|
1Department of Marketing, Oulu Business School, University of Oulu, P.O. Box 4600, 90014 University of Oulu, Finland
|Online Access:||PDF Full Text (PDF, 0.4 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2020081048278
Kiban Research Publications,
|Publish Date:|| 2020-08-10
This study examines marketing function’s information exchange with other functions during the different phases of the launch process; a topic neglected by literature on product launch and cross-functional communication alike. Marketing is the function responsible for managing product launches, which involves ensuring that the managers have the right information at the right time. However, the launch process is often poorly structured and managed. The findings of this study help plan and implement launches in a constructive way. An empirically grounded framework is presented for marketing’s cross-functional information exchange; consisting of the identified five launch process phases, eight information categories, and six involved parties. Information exchange profiles for each of the launch process phases and the involved parties are described. Launch is a challenging phase not only because it is near the finish of the NPD process but also because it is a multifaceted cross-functional process involving varied information exchange.
International journal of advances in management and economics
|Pages:||31 - 41|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
The financial support of the Finnish Funding Agency for Technology and Innovation is gratefully acknowledged.
©2012 International Journal of Advances in Management and Economics (IJAME). The publication is licensed under a Creative Commons License (CC BY).