Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/275916 
Erscheinungsjahr: 
2017
Quellenangabe: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 34 [Issue:] 3 [Year:] 2017 [Pages:] 68-74
Verlag: 
Thexis Verlag, St.Gallen
Zusammenfassung: 
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.
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