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

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

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.

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