A study of an international product launch in the Nordics
Arslev, Jennica (2021)
Arslev, Jennica
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052611491
https://urn.fi/URN:NBN:fi:amk-2021052611491
Tiivistelmä
The launch of a product is one of the key drivers for a company to gain top performance and at the same time it is the most costly phase of any product development. The processes of product launch have been researched well, still the human side of the product management launch has not enjoyed academic attention that much. (Di Benedetto, 1999). The main purpose of this study was to study the human side, which in this case is the target consumers of the case company product launch. A quantitative method was chosen, as the objective with the study to better understand consumers’ perceptions of the product launch within the Nordics. The analyses were conducted with the data from a pre-and post-survey conducted by a third-part company. This study was set to understand better whether the launch reached the desired goals of the case company and to determine whether the launch was a success or not. The actual research questions being: (RQ1) how was the product launch perceived by the consumers? And (RQ2) are there differences regarding consumers’ nationality and age group? The validity of the survey questions was not measured, but the author relied on the third-part company´s quality of workmanship. Future studies could build upon specifically from previous research studies on branding, pricing strategies and product launch. The Nordic target consumers’ perceptions of the launch were overall positive and the company´s goals seem to have been achieved. The differences within the Nordic countries and age group were very small. However, it shows that there are still some differences in the in perceptions of consumers in the different Nordic countries as well as between age groups. Thereby the brand extension was a success within the Nordics, but whether the long term goals were achieved remains open.