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Springer Nature
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Die permanente Entwicklung und Vermarktung neuer Produkte ist ein notwendiger Schritt, um den langfristigen Unternehmenserfolg zu sichern. Viele neue Produkte scheitern jedoch nach ihrer Markteinfhrung, was mit immensen Verlusten einhergehen kann. Jutta Kuhn befasst sich auf Basis einer branchenbergreifenden empirischen Untersuchung umfassend mit der Markteinfhrung neuer Produkte. Zentrale Ergebnisse der Untersuchung zeigen, dass neben dem Produkt auch dem internen Marketing eine hohe Bedeutung fr den Erfolg der Markteinfhrung zukommt. Darber hinaus werden Markteinfhrungstypen identifiziert, die sich in der Umsetzung der Markteinfhrung, aber auch im erreichten Erfolgsniveau unterscheiden. Damit bietet die Arbeit zahlreiche Empfehlungen fr ein erfolgreiches Markteinfhrungsmanagement.

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