To Launch or Not to Launch? : A study on how retailer acceptance affects the success of a product-launch.
In the Swedish Fast-moving consumer goods industry (FMCG), most suppliers sell their products through retailers. For a successful product-launch, retailer acceptance is essential. Up to ninety percent of all product-launches fail, thus retailers must choose wisely which products to accept. Failing p...
Main Authors: | , |
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Format: | Others |
Language: | English |
Published: |
Uppsala universitet, Företagsekonomiska institutionen
2015
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Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-256340 |