LAUNCH STRATEGY AND NEW PRODUCT INNOVATION: AN EMPIRICAL EXAMINATION IN TAIWAN
- Yen Hsu
- Vol 11 Num 1 July 2018
- Hits: 130
The Graduate Institute of Design Science, Tatung University
No. 40, Sec. 3, Zhongshan N. Rd., Taipei City 104,Taiwan, R.O.C.
To enhance product advantages, the design attributes of a new product, such as its shape, function, and material, must be innovative to attract the attention of consumers, although such features also increase manufacturing costs. Examination and statistical analyses of a sample of consumer electronics products produced the following results: New product type and product launch strategy affect replacement and purchase (RP) decisions through two mediators, namely difference in expected future enjoyment (DEFE) and mental book value (MBV). When faced with multiple new product choices, consumers make different RP decisions. Consumers are more likely to choose products with general enhancements than products with focused enhancements when provided with both options. However, when consumers decide whether to purchase products with alignable enhancements or those with nonalignable enhancements, their choice depends on the product type.
Keywords: Marketing,New product type, product design & development, product launch strategy, replacement and purchase, design strategy