This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the...

New Product Development, Research Takes the reader through the literature on research into the dynamics of new product development, considering and commenting on the variety of approaches reported in the literature, describing the plethora of “critical success factors” thrown up by the...