What Makes Product Launches Successful?

Sammanfattning

Thesis Purpose: The purpose of this thesis is to identify whether the success factors for NP launches in the FMCG industry remain the same as those identified by previous literature, or whether these factors have changed due to the developments of constantly changing market conditions. Methodology: This study is based on a qualitative methodology with an exploratory approach. By exploring the nuances of success factors in new product launches, an abductive approach was used, with the lenses of a social constructivist epistemology and a stance from a relativist ontology. Theoretical Perspective: The study explores previous success factors identified from earlier literature, these factors act as a foundation in identifying potential changes in the contemporary environment. By adding current success factors, the study emphasized the possibility of identifying new perspectives on what influences success. Empirical Data: This study is based on 11 interviews, conducted with 7 different firms operating within the Swedish FMCG industry. The firms were divided into three different categories based on the market scopes they operate within: multinational, national, and local. Findings/Conclusions: Previous success factors remain fundamental for successful product launches, while they are not sufficient and therefore complemented by current factors which increasingly influence how success is achieved. Although the same success factors apply across firms, differences in resources affect how success factors are implemented. Theoretical and Practical Implications: This study verifies the continuous importance of previously established success factors for new product launches in the FMCG industry. In addition, illustrates how the application regarding the market environment has evolved. Success for new product launches should be seen as context-dependent factors, rather than universal factors.