New product development and product launch strategies<p>Yeni ürün geliştirme ve lansman stratejileri

Authors

  • Filiz Bozkurt Bekoğlu Doğuş University
  • Ahu Ergen Bahcesehir University

Keywords:

New product development, new product launch, marketing strategies, competition, case study, Yeni ürün geliştirme, yeni ürün lansmanı, pazarlama stratejileri, rekabet, vaka analizi

Abstract

In today’s highly competitive environment, a balanced product portfolio, success in new product development and product launch are important factors for the sustainability of organizations. The aim of the study is to reveal the right product launch steps for the companies through theory and case study. In the study, new product development and product launch strategies are first investigated theoretically. Afterwards, a successful product series launch case from cosmetics sector is analyzed. In this exploratory research, the secondary data is collected via literature review. Primary data is collected via in-depth interview. It is found that marketing research and market test can be evaluated as critical success factors in new product launch. Özet Dengeli bir ürün portföyü, yeni ürün geliştirme ve lansman başarısı artan rekabet ortamında işletmelerin devamlılığını sağlayan önemli faktörlerdir. Çalışmanın amacı lansmanda firmaları başarıya götüren adımları teori ve vaka üzerinden ortaya koymaktır. Bu çalışmada yeni ürün geliştirme ve lansman stratejileri önce teorik olarak, ardından kozmetik sektöründen bir ürün serisinin lansman başarısı vaka üzerinden incelenmiştir. Keşifsel türdeki araştırmada, ikincil veriler literatürden, birincil veriler ise derinlemesine mülakat ile elde edilmiştir. Pazarlama araştırması ve pazar testinin yeni ürün lansmanında kritik başarı faktörü olarak değerlendirilebileceği bulgusuna ulaşılmıştır.

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Author Biographies

Filiz Bozkurt Bekoğlu, Doğuş University

Assist. Prof. at Doğuş University, İstanbul, Turkey. She has a BS in Economics from İstanbul University (1990), an MBA from İstanbul University (1993), a Diploma in Marketing of CIM from London Guildhall University (1995) and a PhD in Production Management and Marketing from Marmara University (2014).

Ahu Ergen, Bahcesehir University

Assist. Prof. of Marketing at Bahcesehir University, Istanbul, Turkey.  Dr. Ergen has a BS in Business Administration from Marmara University (1998), an MBA from Maltepe University (2008) and a PhD in Production Management and Marketing from Marmara University (2014).

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Published

2016-02-19

How to Cite

Bozkurt Bekoğlu, F., & Ergen, A. (2016). New product development and product launch strategies&lt;p&gt;Yeni ürün geliştirme ve lansman stratejileri. Journal of Human Sciences, 13(1), 923–938. Retrieved from https://www.j-humansciences.com/ojs/index.php/IJHS/article/view/3600

Issue

Vol. 13 No. 1 (2016)

Section

Marketing

License

Uluslararası İnsan Bilimleri Dergisi ISSN:1303-5134
International Journal of Human Sciences ISSN:2458-9489
 
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