Industrial New Product Launch Strategies and Product Development Performance

Just as reporters must answer a few fundamental questions in every story they write, decision-makers in the new product development (NPD) process must address five key issues: what to launch, where to launch, when to launch, why to launch, and how to launch. These decisions involve significant commitments of time, money, and resources. They also go a long way toward determining the success or failure of any new product. Deeper insight into the tradeoffs these decisions involve may help to increase the likelihood of success for product launch efforts. Erik Jan Hultink, Abbie Griffin, Susan Hart, and Henry Robben present the results of a study that examines the interplay between these product launch decisions and NPD performance. Noting that previous launch studies focus primarily on the tactical decisions (that is, how to launch) rather than on the strategic decisions (what, where, when, and why to launch), they explore not only which decisions are important to success, but also the associations between the two sets of decisions. Because the strategic launch decisions made early in the NPD process affect the tactical decisions made later in the process, their study emphasizes the importance of launch consistency—that is, the alignment of the strategic and tactical decisions made throughout the process. The survey respondents—managers from marketing, product development, or general management in U.K. firms—provided information about 221 industrial new products launched during the previous five years. The responses identify associations between various sets of strategic and tactical decisions. That is, the responses suggest that the strategic decisions managers make regarding product innovativeness, market targeting, the number of competitors, and whether the product is marketing- or technology-driven are associated with subsequent tactical decisions regarding branding, distribution expenditure and intensity, and pricing. The study also suggests that different sets of launch decisions have differing effects on performance of industrial new products. In this study, the greatest success was enjoyed by a small group of respondents categorized as Niche Innovators. Their launch strategy involves a niche focus, targeting innovative products into markets with few competitors. Tactical decisions made by this group include exclusive distribution, a skimming pricing strategy, and a broad product assortment.     

Capacity flexibility allocation in an outsourced supply chain with reservation

We consider a contract manufacturer that serves a limited number of outsourcers (customers) on a single capacitated production line. The outsourcers have different levels of demand uncertainty and the contract manufacturer faces the question how to allocate the contractual capacity flexibility in an optimal way. The contractual capacity flexibility is a contract parameter that sets the amount of demand the contract manufacturer is obliged to accept from the outsourcers. We develop a hierarchical model that consists of two decision levels. At the tactical level, the contract manufacturer allocates the capacity flexibility to the different outsourcers by maximizing the expected profit. Offering more flexibility to the more uncertain outsourcer generates higher expected revenue, but also increases the expected penalty costs. The allocated capacity flexibilities (determined at the tactical level) are input parameters to the lower decision level, where the operational planning decisions are made and actual demands are observed. We perform a numerical study by solving the two-level hierarchical planning problem iteratively. We first solve the higher level problem, which has been formulated as an integer program, and then perform a simulation study, where we solve a mathematical programming model in a rolling horizon setting to measure the operational performance of the system. The simulation results reveal that when the acceptance decision is made (given the allocated capacity flexibility decision), priority is given to the less uncertain outsourcer, whereas when the orders are placed, priority is given to the most uncertain outsourcer. Our insights are helpful for contract manufacturers when having contract negotiations with the outsourcers. Moreover, we show that hierarchical integration and anticipation are required, especially for cases with high penalty cost and tight capacities.     

Launch Strategy, Launch Tactics, and Demand Outcomes

In a typical new product development process, the role of the launch stage is to maximize the chances of profitably achieving acceptance in the target market. A launch plan can include strategic decisions (such as relative innovativeness, mass versus niche targeting, and lead versus follow) as well as tactical decisions (including the types of communication and distribution activities to emphasize, introductory pricing, branding, and when to announce new items and delete old ones). Unfortunately, the existing literature offers limited decision-making guidance to managers on how to prioritize and integrate the various strategic and tactical options. This article presents a conceptual framework that suggests that the strategic and tactical challenges posed in various product launch situations depend in large measure on the specific type of buying behavior to be influenced. Depending on the degree of product innovativeness, managers may establish one of three types of desired demand outcomes: (1) trial and repurchase, (2) customer migration, or (3) innovation adoption and diffusion. The degree to which the desired demand outcome is realized is shown to be dependent on buyers' perceptions of the new product's relative advantage and of its compatibility with buyers' values and experiences. Perceptions of the product on these two characteristics are initially influenced by the launch strategy. Given an understanding of these perceptions, managers can then select launch tactics designed to clarify or leverage relative advantages or to demonstrate or enhance compatibility to the target market. The framework also demonstrates how the linkages among launch strategy, launch tactics, and the demand outcomes are impacted by the product-market environment, the technological dynamics of the industry, and the firm's resources and capabilities. The author argues that, by examining a given launch situation in the context of this framework, managers will be able to think more systematically about the strategy and tactics required for market acceptance.     

A descriptive model of the trade-show budgeting decision process

Spending decisions for industrial trade shows are studied here. A discriminant analysis procedure identifies those factors that separate products that use trade shows from those that do not. The product category, fraction of sales made to order, industry sales level, importance of the product to the customer, and purchase frequency were found to be most instrumental. Another model evaluates the level of spending for products that use trade shows. The sales of the product and stage in the life cycle are shown to be most important in the budget-setting process. The potential use of these results for industrial communications and promotional planning and evaluation decisions is discussed.     

Forecasting Market Size and Market Growth Rates for New Products

How many times is a forecast of a technological development correct? According to many experienced managers, it almost never is. Then what good is a forecast? A forecast helps make important innovation decisions, according to Brian C. Twiss. He argues that precision in forecasting a technological development is seldom needed for purposes of long-term planning and that any innovation so marginal that small errors in forecasting will make a big difference should not be considered anyway. Twiss suggests that technology forecasting can be of real value once it is accepted that it is essentially concerned with modeling human behavior. This is the unexpected viewpoint that Twiss presents in this article. He explains how to develop and how to use a technology forecast in long-range planning.     

Managing Capacity in the High-Tech Industry: A Review of Literature

This article surveys a new generation of analytical tools for capacity planning and management, especially in high-tech industries such as semiconductors, electronics and bio-techs. The objectives of the article are to (1) identify fundamental theory driving current research in capacity management, (2) review emerging models in operations research, game theory, and economics that address strategic, tactical and operational decision models for high-tech capacity management, and (3) take an in-depth look at capacity-optimization models developed in the specific context of semiconductor manufacturing. The goal of this survey is to go beyond typical production-planning and capacity-management literature and to examine research that can potentially broaden capacity-planning research. For instance, we explore the role of option theory and real options in modeling capacity decisions. We not only examine capacity-planning problems from the perspective of a particular firm, but also the interaction of capacity investment among supply chain partners. Not only are these issues increasingly important in the fast-changing high-tech environment, they draw on new tools from different disciplines and pose significant intellectual challenges. We also examine papers that represent the multifaceted nature of high-tech capacity planning, integrating capacity decisions with issues related to contracting, coordination, sourcing, and capacity configurations.     

Supply network capacity planning for semiconductor manufacturing with uncertain demand and correlation in demand considerations

A semiconductor supply network involves many expensive steps, which have to be executed to serve global markets. The complexity of global capacity planning combined with the large capital expenditures to increase factory capacity makes it important to incorporate optimization methodologies for cost reduction and long-term planning. The typical view of a semiconductor supply network consists of layers for wafer fab, sort, assembly, test and demand centers. We present a two-stage stochastic integer-programming formulation to model a semiconductor supply network. The model makes strategic capacity decisions, (i.e., build factories or outsource) while accounting for the uncertainties in demand for multiple products. We use the model not only to analyze how variability in demand affects the make/buy decisions but also to investigate how the correlation between demands of different products affects these strategic decisions. Finally, we demonstrate the value of incorporating demand uncertainty into a decision-making scheme.     

An iterative approach to item-level tactical production and inventory planning

In this paper, we propose an iterative approach to jointly solve the problems of tactical safety stock placement and tactical production planning. These problems have traditionally been solved in isolation, even though both problems operate in the same decision making space and the outputs of one naturally serve as the inputs to the other. For simple supply chain network structures, two stages and one or many products, we provide sufficient conditions to guarantee the iteration algorithm’s termination. Through examples, we show how the algorithm works and prove its applicability on a realistic industrial-scale problem.     

Experience in the use of research planning diagrams in a synthetic fibres R & D unit

Abstract. This paper describes the introduction and use of the Research Planning Diagram (RPD) notation in ICI Fibres Limited. Experimenting with the approach has led to the conclusion that it is very useful for planning and controlling development projects but we do not think it serves a real purpose when applied to basic research with a high level of technical content. Support is provided for the view that the RPD notation should be used to give prominence to decisions and that it can be employed as a communications link between different functions in a business area responsible for the successful completion of a project. The paper explains how the RPD notation is used on a routine basis in the management of development projects and describes the benefits that have been derived from its implementation. An illustration is included to show how the notation has been modified to permit criteria and data, relevant to the analysis of key decisions, to be added to the diagram.     

Identifying the Key Success Factors in New Product Launch

Effective product launch is a key driver of top performance, and launch is often the single costliest step in new product development. Despite its importance, costs, and risks, product launch has been relatively underresearched in the product literature. We reviewed the extant literature on product launch to identify the most critical strategic, tactical, and information-gathering activities influencing the launch success. We then used a retrospective methodology to gather managerial perceptions regarding launch activities pertaining to a recent new product launch, and the product's performance in terms of profitability, market share, and relative sales. A mail survey of PDMA practitioners elicited data on nearly 200 recent product launches. Successful launches were found to be related to perceived superior skills in marketing research, sales force, distribution, promotion, R&D, and engineering. Having cross-functional teams making key marketing and manufacturing decisions, and getting logistics involved early in planning, were strategic activities that were strongly related to successful launches. Several tactical activities were related to successful launches: high quality of selling effort, advertising, and technical support; good launch management and good management of support programs; and excellent launch timing relative to customers and competitors. Furthermore, information-gathering activities of all kinds (market testing, customer feedback, advertising testing, etc.) were very important to successful launches. We conclude with observations about current product launch practice and with recommendations to management. Logistics plays a key role in successful strategy development and should receive the requisite amount of managerial attention. In particular, activities involving logistics personnel in strategy development showed much room for improvement. We also find that the timing of the launch (i.e., when the launch is conducted from the point of view of the company, the competition, and the customer) is just as important as whether the activities are performed. More managerial attention should be devoted to launch timing with respect to all of these viewpoints in order to improve the chances of success.     

Launch Decisions and the Early Market Survival of Innovations: An Empirical Analysis of the Italian Mobile Value‐Added Services (VAS) Industry

There is a surprisingly high number of new products and services that fail to produce enough return on the firm's investments in development and launch activities. Literature has shown that these failures can be due to a poorly planned and executed launch. Although a vast stream of research has studied how strategic and tactical launch decisions affect the performance of new products and services, some issues still need theoretical and empirical investigation. This paper aims to extend new product launch research in two ways. First, it studies how tactical launch decisions (i.e., investments in advertising and involvement of external organizations in the launch process) interact with an important strategic choice (i.e., the degree of radicalness of the new product or service) to affect new product performance. Second, it focuses on a particular dimension of performance, that is, early market survival, which has been overlooked in launch strategy and tactics research so far. Using a data set comprising more than 9300 new mobile value‐added services launched in Italy between 2003 and 2006, the paper finds that launch tactics interact with the radicalness of the innovation to affect early market survival. In particular, communicating the distinctive characteristics of the new product or service and partnering with external organizations during the launch process are tactics that work particularly well with radical innovations. This is possibly due to the fact that they help reduce customers’ uncertainty regarding expected benefits and transaction costs, and hence contribute to win their resistance to adopt the innovation soon after launch. Investments in corporate advertising lead instead to a tangible improvement of the probability of early market survival for both radical and incremental innovations. In other words, the positive impact on the probability of early survival of increasing investments in corporate advertising appears to be relevant for both radically and incrementally new services. One possible explanation is that this tactic helps increase the number of potential customers who come to know about the existence of the innovating firms and its offering soon after launch, but this is likely to be equally important to stimulate early diffusion of both incremental and radical innovations.     

A practical approach to sensitivity analysis in linear programming under degeneracy for management decision making

Linear programming (LP) is a widely used tool in management decision making. Theoretically, sensitivity analysis of LP problems provides useful information for the decision maker. In practice, however, most LP software provides misleading sensitivity information if the optimal solution is degenerate. The paper shows how sensitivity analysis of LP problems can be done correctly when the optimal solution is degenerate. A production planning example is presented to illustrate the incorrect sensitivity analysis results automatically provided by most LP solvers. The general characteristics of the misleading results and the possible effects of this incorrect information on management decisions are also discussed.     

The Effects of Environmental Turbulence on New Product Development Strategy Planning

Managers need guidance on how to cope with turbulent environments in order to improve corporate performance. Research on environmental turbulence has suggested that firms adopt a less centralized, more organic structure in dynamic, uncertain environments. Little work has been done specifically, however, on how environmental turbulence affects strategy planning for new product development (NPD). In this article, we specify a baseline model with firm innovativeness, market orientation and top management risk taking as antecedents to NPD speed and corporate strategic planning; these in turn are modeled as antecedents to NPD program (not project) performance. Two conceptualizations of the role of environmental turbulence are examined: (1) that market turbulence and technological turbulence are additional direct antecedents to NPD program performance; and (2) that the baseline model is moderated by turbulence (that is, that the strengths of the paths differ depending on levels of turbulence). A cross-sectional survey methodology including four diverse industries [automotive, electronics, publishing, and manufacturing/research and development (R&D) laboratories] was used to test the hypotheses. The latter conceptualization is supported. In particular, the paths from innovativeness to strategic planning and from risk taking to NPD speed are significantly greater in highly turbulent environments. A set of managerial recommendations and implications are provided. First, managers must recognize the possible improvements in new product performance by actively including NPD personnel in corporate strategic planning and also by involving corporate planners in NPD activities. Second, managers also should recognize that turbulent environments heighten the need to make risky investments, and sometimes, risky decisions; risk-taking decisions ought to be encouraged in such environments.     

Evaluating Product Plans Using Real Options

Product planning helps a company to strategically plan its current and future product platforms and offer product variants in the marketplace. Product platforming is widely touted as a successful strategy for mass customization. However, due diligence should be exercised before implementing any product platform strategy. The product planning exercise should account for future uncertainties. Traditional financial tools such as the net present value (NPV) are static since they do not compensate for any exogenous and endogenous uncertainties during the course of the project. The crux of the problem lies in the evaluation model that is used for evaluating the product planning projects. While many view uncertainties in a product planning project as problematic, it can also be viewed as a source of new opportunities. We argue that uncertainties should be an integral part of the evaluation model. If the future possibilities (or strategic options) are not considered in the evaluation model, a corporation may face a “myopic syndrome”.

In this article, we consider two important product planning decisions—platform decisions and product variant decisions. The platform decision involves strategic selection of a concept product platform from various possible alternative concept product platforms. The product variant decision involves deciding how long a company should continue to offer its current product variant in the marketplace and whether the existing product variant should be discontinued, scaled down, or scaled up with additional product features. To address the two aforementioned decisions, we developed a real options–based methodology that considers technical, project implementation, and market-related uncertainties. The proposed methodology uses a binomial and quadranomial lattice approach to build a decision tree. Product planning decisions at various decision tree nodes are evaluated using a risk-neutral option valuation methodology. We demonstrate the working of the proposed methodology using an illustrative example.     

Launch Decisions and New Product Success: An Empirical Comparison of Consumer and Industrial Products

Many articles have investigated new product development success and failure. However, most of them have used the vantage point of characteristics of the product and development process in this research. In this article we extend this extensive stream of research, looking at factors affecting success; however, we look at the product in the context of the launch support program. We empirically answer the question of whether successful launch decisions differ for consumer and industrial products and identify how they differ. From data collected on over 1,000 product introductions, we first contrast consumer product launches with industrial product launches to identify key differences and similarities in launch decisions between market types. For consumer products, strategic launch decisions appear more defensive in nature, as they focus on defending current market positions. Industrial product strategic launch decisions seem more offensive, using technology and innovation to push the firm to operate outside their current realm of operations and move into new markets. The tactical marketing mix launch decisions (product, place, promotion and price) also differ markedly across the products launched for the two market types. Successful products were contrasted with failed products to identify those launch decisions that discriminate between both outcomes. Here the differences are more of degree rather than principle. Some launch decisions were associated with success for consumer and industrial products alike. Launch successes are more likely to be broader assortments of more innovative product improvements that are advertised with print advertising, independent of market. Other launch decisions uniquely related to success per product type, especially at the marketing mix level (pricing, distribution, and promotion in particular). The launch decisions most frequently made by firms are not well aligned with factors associated with higher success. Additionally, comparing the decisions associated with success to the recommendations for launches from the normative literature suggests that a number of conventional heuristics about how to launch products of each type will actually lead to failure rather than success.     

The drivers of success in new-product development

Why are some new products so successful and some companies outstanding performers in new-product development? The article identifies success factors from numerous research studies into NPD (new-product development) performance in industry. Three categories of success drivers have been defined. First, success drivers, that explain the success of individual new-product projects, are more tactical: They capture the characteristics of new product projects, such as certain executional best practices (building in voice-of-customer; doing the front-end homework; and adopting a global orientation for the project), and well as the nature of the product itself (a compelling value proposition, for example). A second category is drivers of success at the business level: They include organizational and strategic factors, such as the business's innovation strategy and how the firm makes its R&D investment decisions; how it organizes for NPD; climate and culture; and leadership The third category of success divers identified is the systems and methods the firm has in place for managing NPD, for example gating systems, Agile development approaches, and ideation methods. The details of each of these 20 success drivers, along with their managerial implications, are outlined in the article.     

Goal programming approach to marketing/ production planning

This article focuses on the need for greater coordination and integration between production and marketing. The potential conflicts between the production and marketing areas are highlighted, and a goal-programming algorithm is developed for dealing with the complex trade-off decisions involved in marketing/production planning. The algorithm is applied to a case example to illustrate its use in managerial decision making.     

Integrating noncyclical preventive maintenance scheduling and production planning for a single machine

This paper deals with the problem of integrating noncyclical preventive maintenance and tactical production planning for a single machine. We are given a set of products that must be produced in lots during a specified finite planning horizon. The maintenance policy suggests possible preventive replacements at the beginning of each production planning period, and minimal repair at machine failure. The proposed model determines simultaneously the optimal production plan and the instants of preventive maintenance actions. The objective is to minimize the sum of preventive and corrective maintenance costs, setup costs, holding costs, backorder costs and production costs, while satisfying the demand for all products over the entire horizon. The problem is solved by comparing the results of several multi-product capacitated lot-sizing problems. The value of the integration and that of using noncyclical preventive maintenance when the demand varies from one period to another are illustrated through a numerical example and validated by a design of experiment. The later has shown that the integration of maintenance and production planning can reduce the total maintenance and production cost and the removal of periodicity constraint is directly affected by the demand fluctuation and can also reduce the total maintenance and production cost.     

What drives customer Re-engagement? The foundational role of the sales-service interplay in episodic value co-creation

As existing business-to-business value co-creation (VCC) contracts approach their planned expiration, customers evaluate incumbent suppliers when forming their decisions to re-engage or defect. During this late stage of VCC, supplier sales and service personnel perform unique activities to support one another and foster VCC re-engagement. To investigate this sales-service interplay, the authors employ an exploratory inquiry consisting of 115 depth interviews across 63 customer accounts. Interviews were conducted with customers following the decision to re-engage or defect from an incumbent supplier. Findings suggest that sales' efforts to renew the VCC contract depend on tactical insights provided by service. Through their involvement with customers, service holds a tactical perspective that can extract micro-level customer insights. Findings also suggest that service's ability to influence supplier-specific knowledge stores within the customer organization depends on macro-level strategic customer directives that may be shared by sales. Further, service's activation of such knowledge stores moderates the relationship between sales' RFP response and the customer's VCC re-engagement decision. The results have implications for the industrial sales and service fields, since the integration of the sales and service teams is critical for garnering intrafirm knowledge flows that drive recurrent VCC within collaborative customer-supplier relationships.     

Case Study: Solving a Rental Fleet Sizing Model with a Large Time–Space Network

This article addresses a rental fleet sizing problem (RFS) in the context of the truck rental industry, subject to uncertain customer travel time and nonstationary customer demand that is dependent on geographical location, time, and the economic cycle of the industry. We integrate tactical (asset purchases and sales) and operational (empty truck movement and vehicle assignment) decisions, with the explicit incorporation of an asset age factor, to achieve lower cost solutions. Typically, the length of time horizon and number of locations under consideration are quite large, which makes the RFS model computationally challenging to solve. Aggregation procedures are employed for location clustering and end-of-horizon effects are examined through demand scenario-based analyses. For the reduced time–space networks, decision analyses are conducted for the RFS model to provide insights into the truck rental business regarding asset movement decisions and asset procurement/disposal decisions over time and locations.