Abstract

Newly launched products and technologies do not grow in maturity at a stable rate, but their sales pattern is rather marked by long introduction period. A short duration between the introductory and growth stage is seen as a key factor of new product success. Consequently, the adequate market introduction remains an important field for both entrepreneurs and researchers. In this context, the objective of the current study is to investigate in a comparative setting the different impact of marketing management indicators on the propensity drivers of B2B and B2C products and technologies.

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