Paper info

Launching of Process Equipment to Global OEMs

Miia Romanainen and Risto T. Salminen

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

 Management of innovation and launch has become important strategic issue in business marketing, but the launch has been used only in a few academic studies in international industrial and business marketing. The purpose of this paper is to analyse the extant academic literature related to launch and to examine how the identified themes in the literature are seen in an industrial company's marketing practices when launching its products globally. The present study aims to answer questions: how the concept of launch is used in business marketing literature? What kind of research about launching of industrial products globally can be found? How the identified themesin the literature can help an industrial company when launching process equipment to global OEMs? The study contributes to the launching literature by identifying the gaps in the launching knowledge provided by the top marketing journals and the most relevant industrial marketing journals.