New product launches in demand creation through better experience management
Catalina Vaquero, Jennifer (2015)
2015
Master's Degree Programme in Business and Technology
Talouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2015-10-07
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201509241603
https://urn.fi/URN:NBN:fi:tty-201509241603
Tiivistelmä
Competitive advantage can be gained and sustained by different factors. Since customers always have an experience when they acquire a product and use it, the role of experiences is nowadays becoming more important in the B2B context. Considering experience and its value, three different categories of experience can be distinguished: user experience (UX), customer experience (CX) and brand experience (BX). The objective of the thesis is to analyze experience as a source of competitive advantage. For this purpose, the viewpoint of increasing the demand outcome by emphasizing these aforementioned experiences in B2B new product launches is considered.
The main objective was approached with theoretical and empirical analysis. Regarding the theoretical analysis, a literature review was conducted in order to analyze experience as a source of competitive advantage in demand creation. As for the empirical analysis a case study approach was adopted and thus, four different representative product launch case studies in Finnish metal and engineering industry companies were studied. Four qualitative interviews were performed in order to obtain different views regarding the design and implementation of product launch strategies, launch tactics and the role experience (UX, CX and BX) played in them.
The results suggests that a proper management of the experiences a customer has when interacting with a firm can have a positive effect in enhancing the firm´s competitive advantage and therefore, in increasing the demand outcome when a product is released to the market. In addition, findings showed that launch strategies and tactics that took into account the experience factor turned out to be more successful. Within the B2B context, publicity and educational campaigns, shows and demonstrations, branding and pre-announcement were identified as most successful launch tactics in increasing the demand outcome.
The main objective was approached with theoretical and empirical analysis. Regarding the theoretical analysis, a literature review was conducted in order to analyze experience as a source of competitive advantage in demand creation. As for the empirical analysis a case study approach was adopted and thus, four different representative product launch case studies in Finnish metal and engineering industry companies were studied. Four qualitative interviews were performed in order to obtain different views regarding the design and implementation of product launch strategies, launch tactics and the role experience (UX, CX and BX) played in them.
The results suggests that a proper management of the experiences a customer has when interacting with a firm can have a positive effect in enhancing the firm´s competitive advantage and therefore, in increasing the demand outcome when a product is released to the market. In addition, findings showed that launch strategies and tactics that took into account the experience factor turned out to be more successful. Within the B2B context, publicity and educational campaigns, shows and demonstrations, branding and pre-announcement were identified as most successful launch tactics in increasing the demand outcome.