L8: Product Launch

Question 1

What are the (2) aspects involved in product launch?

Answer 1

Strategy
Tactics

Question 2

What are the (2) strategic launch decisions?

Answer 2

Follow or lead?
Small steps or giant leaps?

Question 3

What are (3) benefits of being first to market?

Answer 3

Building customer loyalty/switching costs
Define product standard
Select best market position

Question 4

What are (3) benefits of imitating?

Answer 4

Less market risk
Less need to educate the market
Opportunity to leapfrog the first mover

Question 5

What are the differences (3) incremental and radical innovation?

Answer 5

Opportunity for competitive advantage
Risk
Budget

Question 6

What is meant by exploration?

Answer 6

Learning activities characterized by search, discovery, experimentation, risk-taking.

Question 7

What is meant by exploitation?

Answer 7

Learning activities characterized by refinement, improvement and efficiency.

Question 8

What are the (3) options with regard to exploration vs exploitation?

Answer 8

Separate in different units
Outsourcing/alliances
Switch between long periods of exploitation and short periods of exploration

Question 9

What is a new product preannouncement?

Answer 9

Any announcement or move from which it can be deduced that a specific new product is coming, preceding the actual introduction of that particular new product.

Question 10

To who does a preannouncement signal? (4)

Answer 10

Customers
Competitors
Suppliers
Employees