New research from Bayes Business School (formerly Cass) finds that being on the cutting edge of technology is not enough to ensure success in the market, and managers must strategically time launches to create a source of opportunity and credibility for the firm.
The study, led by Dr. Thomas Robinson, Senior Lecturer in Marketing at Bayes, with Dr. Ela Veresiu, Associate Professor of Marketing at Schulich School of Business, York University, Toronto, develops a framework for guiding organizations on the best situations for a product launch.
The study is published in the Journal of Marketing.
The research identifies four timing situations that can confront marketing managers. Knowing the features and traits of each timing category allows firms to develop a launch strategy leading to success:
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