The Impact of Externally Directed and Internally Directed Market Launch Management on New Product Success

URL:	https://www.bwl.uni-mannheim.de/media/Einrichtunge...
Document Type:	Working paper
Year of publication:	2012
The title of a journal, publication series:	IMU Research Insights
Volume:	001
Place of publication:	Mannheim
Publishing house:	Institut für Marktorientierte Unternehmensführung, Universität Mannheim
Publication language:	English
Institution:	Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU) Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-) Business School > Marketing & Innovation (Kuester 2005-)
Subject:	330 Economics
Abstract:	The goal of this paper is to understand the impact of externally and internally directed launch activities on market launch success.

Dieser Eintrag ist Teil der Universitätsbibliographie.

BASE: Kuester, Sabine ; Homburg, Christian ; Heß, Silke C.

Google Scholar: Kuester, Sabine ; Homburg, Christian ; Heß, Silke C.

ORCID: Kuester, Sabine

, Homburg, Christian and Heß, Silke C.

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