An investigation of the simultaneous impact of launch and logistics strategies on new product performance.

摘要

This research investigates how firms' logistics and launch strategies impact new product performance under different competitive, demand, product, and firms characteristics. Specifically, the research examines new product launch in companies that deal with durable and non-durable consumer products. Based on data from three case studies, a simulation model is developed to examine the overall and interaction effects of logistics strategies, launch strategies, demand characteristics, product characteristics, and firm resources on new product performance. New product performance is examined in terms of customer service (as measured by order and case fill rates), average system inventory, and profitability.; Results from simulation experiments indicate that logistics strategy is a major determinant of new product performance while launch strategy affects inventory and profitability but not customer service. Logistics and launch strategy have a significant interaction effect on performance. Moreover, demand uncertainty, competitive environment, product characteristics, and firm resources impact new product performance either directly or interactively.; Managerial implications are discussed and a framework identifying appropriate strategy in different situations is provided. Suggestions for future research are also provided.