Managing the New Product Launch Process:Cross-Functional Information Exchange Perspective

Abstract

This study examines marketing function’s information exchange with other functions during the different phases of
the launch process; a topic neglected by literature on product launch and cross-functional communication alike.
Marketing is the function responsible for managing product launches, which involves ensuring that the managers
have the right information at the right time. However, the launch process is often poorly structured and managed.
The findings of this study help plan and implement launches in a constructive way. An empirically grounded
framework is presented for marketing’s cross-functional information exchange; consisting of the identified five
launch process phases, eight information categories, and six involved parties. Information exchange profiles for each
of the launch process phases and the involved parties are described. Launch is a challenging phase not only because
it is near the finish of the NPD process but also because it is a multifaceted cross-functional process involving varied
information exchange.
Keywords: Case study, Cross-functional, Information exchange, Introduction, Launch process, Marketing function.