Author(s): Ganesh K, Poonam Kakkad, Sumita Joshi, Suresh Kumar K, and Priyanka Rawal
The success or failure of new product introductions is influenced by various factors, encompassing market dynamics, organizational capabilities, and strategic decisions. This study aims to identify and analyze the key determinants that contribute to the outcomes of new product launches. Through a comprehensive literature review and empirical research, this paper examines various factors. Additionally, the study investigates the interplay between these factors and their impact on the success or failure of new product introductions across diverse industries and markets. By gaining knowledge into these contributing factors, organizations can enhance their decision-making processes and improve the likelihood of successful new product launches, thereby bolstering their competitive position in the marketplace. This paper aims to help businesses improve their new product development and launch processes by carefully looking at these factors in a planned way. Discovering and knowing what makes something successful or unsuccessful can help businesses improve their strategies, make better decisions, and become more competitive in the market. The paper used inter-correlation & multiple hierarchical regression for data analysis through SPSS.