Вплив життєвого циклу товару та ринкового потенціалу на випуск нового продукту: посередницька роль маркетингової програми та канали виходу на нові ринки

Автори:
Доріан-Лаурентій Флореа1, Клавдіу-Каталін Мунтіяну2, Дора-Кармен Галвес Крус1, Габріела Капатіна3
1. Університет Ануак Мексика (Мексика)
2. Румунська академія (Румунія)
3. Бухарестський університет економічних досліджень (Румунія)
Сторінки:
63 - 86
Мова оригіналу:
Англійська
Цитувати як:
Florea, D. L., Munteanu, C. C., & Capatina, G. (2020). The Impact of Product Category Lifecycle and Marketing Capabilities on New Product Performance: the Mediating Role of Marketing Program Planning and Launch Proficiency. Marketing and Management of Innovations, 1, 63-85. http://doi.org/10.21272/mmi.2020.1-05


Анотація

Основою виживання та успішного розвитку компанії є постійний випуск нових продуктів. Авторами зазначено, що розвиток нового продукту залежить від керованих (зовнішніх та внутрішніх) та некерованих факторів. Метою даного дослідження є пошук балансу між двома детермінантами ефективності випуску нового товару на ринок, а саме: роль життєвого циклу товару; ринковий потенціал. Для тестування моделі, основою якої є теорії ресурсних переваг та стратегічного вибору, використано структурне моделювання та метод найменших квадратів (PLS-SEM). Для дослідження сформовано вибірку з 213 мексиканських компаній. Отримані результати свідчать про те, що роль життєвого циклу товару та ринковий потенціал є статистично значущими детермінантами впливу на успішність виведення товару на ринок. При цьому ринковий потенціал має більшу силу впливу, аніж життєвий цикл товару. Встановлено, що взаємозв’язок між ринковим потенціалом та запуском нового продукту визначається його маркетинговою програмою, тоді як взаємозв’язок між життєвим циклом продукту та розвитком нового продукту – ефективністю його виведення на ринок. У свою чергу, ефективність маркетингової програми відображає середньо- та довгострокові характеристики стратегічного маркетингу, тоді як загальна ефективність виведення товару на ринок відображає короткострокову спроможність компанії запускати нові продукти. Авторами встановлено, що життєвий цикл продукту посилює позитивний взаємозв’язок між маркетинговою програмою та розвитком нового продукту. У статті наголошено, що маркетингова програма повинна адаптуватись відповідно до етапу життєвого циклу товару. Відповідно до теорії стратегічно вибору, отримані результати дослідження підкреслюють статистичну значущість успішного виведення нового товару на ринок. Авторами зазначено, що проведене дослідження не враховувало неконтрольовані ринкові фактори, що можуть спричинити зниження ефективності виведення нового товару на ринок. При цьому доведено, що головною причиною провалу нового продукту є неспроможність менеджера з маркетингу розробити дієвий маркетинговий план. Дана робота вносить вклад у науковий доробок щодо теорії ресурсних переваг, надаючи емпіричне обґрунтування важливості ринкового потенціалу для успішного виведення нового товару на ринок.


Ключові слова
ефективність запуску, ринковий потенціал, маркетингове планування програми, розвиток нового продукту, життєвий цикл продукту.


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