A Comparative Study of Product Launch and Elimination Decisions in UK and US Companies

Abstract

Investigates approaches to product launch and elimination decisions in samples of UK and US companies, which is a gap which was identified in the literature. Identifies different approaches to tackling each of the decisions, and different approaches within each sample. There are also differences between the countries. These results provide new insights, as well as support for some previous empirical results. Discusses directions for further research.

Citation

Greenley, G.E. and Bayus, B.L. (1994), "A Comparative Study of Product Launch and Elimination Decisions in UK and US Companies", European Journal of Marketing, Vol. 28 No. 2, pp. 5-29. https://doi.org/10.1108/03090569410055256