LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT

• Main Author: Lavinia DOVLEAC
• Format: Article
• Language: English
• Published: Universitaria Press Craiova 2011-01-01
• Series: Management & Marketing
• Subjects: high-tech product; product adoption process; launching process; product lifecycle; innovators; PC tablet
• Online Access: http://www.mnmk.ro/documents/2011/12_DovleacLavinia%20FFF.pdf

This paper aims the difficult problem of creating new product concepts in thearea of high-technology and innovation. Because of scientific discoveries andimpressive development of technology, many companies compete for marketsupremacy on the technological innovations market. In a global market,which is currently in an economic and financial crisis, consumers make a newhierarchy of priorities in terms of expenditure and consumption. Therefore,companies that create new products must be very careful about 2 aspects,so the new product may not become a failure: the products positioning on themarket and the target group which they address to. This paper belongs to themarketing area by bringing into discussion theoretical concepts, by analyzingthe stages crossed by a company in the process of launching a new hightechproduct and crossing the abyss in the product adoption process byconsumers.