Scholar functions with simultaneously overlapping stages (Gourville, 2005;

Scholar research has revealed
that the key predictor of success for new product launch correlate with organisations
strategy, product excellence, process and marketplace characteristics (Wilson et
al., 2016). Product launch process begins when
a business identifies a way to use engineering advancement to meet a market
need and is the last stage of the new product development. Followed by design,
development and marketing. Includes efforts to enhance the product. Generally separated
into three main segments the product, the consumer and the organisation
reinventing the product. All the various steps owned by different functions
with simultaneously overlapping stages (Gourville, 2005; Bhuiyan, 2011).The growing number of new product
launches has triggered challenges and inefficiencies on organisational and
process levels across the global technology industry. With new products
constantly emerging, companies have become more agile to keep up with rapidly
changing market conditions and with all their efforts to get all product
components right, yet most product launches still fail. The same can be said
for change management (Schneider and Hall, 2011). One of the main problems is that
organisations like a routine and it still has to be learned. It takes time and
money to try new things; it disrupts and distracts the day-to-day working of
the organisation and can upset current processes and arrangements and require
efforts in acquiring and using new skills. Not surprising that the strategy
they adapt is to try and short-cut the processes by borrowing ideas from other
organisation (Tidd and Bessant, 2013). Another reason depends on how
products are differentiated and how the consumer perceives it. In addition,
most consumers are unwilling to change from one product to another which
detects conflict and also means that the organisation has overestimated the
market size, demand, have not positioned correctly (Gourville, 2005).