Product launch, product advantage and market orientation in SMEs

• Published in: Journal of small business and enterprise development Vol. 15; no. 1; pp. 96 - 110
• Main Authors: Ledwith, Ann, O'Dwyer, Michele
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 01.01.2008
• Subjects: Competition; Competitive advantage; Customers; High tech industries; Market orientation; Market shares; Marketing; Organization theory; Organizational performance; Product development; Product introduction; Product launch; Small & medium sized enterprises-SME; Small to mediumsized enterprises; Studies; Success; Product launch; Small to medium-sized enterprises; Competitive advantage; Product development; Market orientation; Organizational performance

Purpose - The importance of new product development to the survival and success of firms is well supported in the literature; however, few studies have investigated new product development in small to medium-sized enterprises (SMEs). This study aims to examine the impact of product launch, product a...