Launch Effort and NPD Success: A Study of Technology Intensive Companies in Finland

In this paper, we present an exploratory investigation of the types of product launch tactics managers use in technology-intensive companies in Finland and explore the role that such tactics play in differentiating between successful and unsuccessful NPD outcomes. Our findings indicate that managers perceive two types of tactical product launch tactics during the NPD process, which we label "promotions and sales-distribution effort" and "production start-up effort". All tactical launch effort variables are positively related to NPD success. This study identifies similarity in the way of how managers conceptualize the launch effort in successful and unsuccessful NPD projects.