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Critical success factors when launching a new product in China
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Master thesis in Business Administration, Swedish Business School at Örebro

University, spring semester 2012.

Authors:

Özer Kocdemir, William Erik Ahlén

Tutors:

Jim Andersén

Title:

Critical success factors when launching a new product in China

Background:

Recently, researchers have noted the fact that studies within the scope of product launches has become more unnoticed. A void that has not yet been studied is how a successful product launch is done in developing economies such as China. In accordance with previous antecedents, relatively little research has been done considering new product launches within the Chinese market. Researchers within the field believe that more studies considering product launch in China is necessary.

Research objective:

The purpose of this study is to identify and evaluate critical success factors that affect product performance when launching a product within the mining- and rock excavation technique industry in China.

Methodology:

By using a qualitative approach and a holistic theoretical framework it was possible to analyze and identify what factors that are considered as being success factors. The success factors were identified by evaluating the empirical data with the theoretical framework. Factors that had a big impact on the product performance within the Chinese market and were consistent with the theory were considered as success factors. By using the theoretical framework it was possible to categorize and compile the correlations between the success factors into more comprehensive success factors – the critical success factors

The empirical data, considering a successful product launch in China, was collected by interviewing three managers in a Swedish mining and drilling company in Nanjing. Further, interviews were done with the Swedish chamber of commerce and the Swedish trade council to gather information about the China and Chinese culture.

Conclusion:

Based on the research, critical success factors were identified when launching a product within the mining- and rock excavation technique industry in China. Seven critical success factors are suggested to companies which can assist in the consideration of a product launch within the industrial sector in China.

Place, publisher, year, edition, pages
2012. , p. 93
Keywords [en]
Product, Launch, Chinese market, Industrial sector, Swedish manufacturer, Mining and Drilling Industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-24332ISRN: ORU-HHS/FEK-AS-2012/0042--SEOAI: oai:DiVA.org:oru-24332DiVA, id: diva2:543779
Subject / course
Företagsekonomi
Presentation
2012-06-01, Örebro, 16:22 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-10-15 Created: 2012-08-09 Last updated: 2017-10-17Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NB
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  • Other locale
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Output format
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