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


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


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: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Business School > ABWL u. Marketing I (Homburg)
Business School > ABWL, Marketing & Innovation (Kuester)
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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Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Homburg, Christian ; Heß, Silke C. (2012) The Impact of Externally Directed and Internally Directed Market Launch Management on New Product Success. IMU Research Insights Mannheim 001 [Working paper]


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