Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275916 
Year of Publication: 
2017
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 34 [Issue:] 3 [Year:] 2017 [Pages:] 68-74
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Sustaining competitive advantage requires continuous innovations. In times of saturated markets, successful new product launches are increasingly challenging. This is evidenced by high failure rates. For example, GfK (2015) reports less than a third of new products survived beyond two years in FMCG. Diminishing such staggering failure rates has become a chief concern for many marketers. Two critical product launch decisions involve advertising positioning and distribution placement.
Document Type: 
Article

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