We present an exploratory investigation of how managers conceptualize and perceive the product offering effort variables in successful and unsuccessful New Product Development (NPD) projects, and explore the role that product offering effort variables play in differentiating between successful...

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...