Research shows that the first year performance of a new product or service is a strong predictor of long-term results. Therefore, maximizing the success of new a product or service launch is critical. Yet even with a superior product or service profile and marketing strategy, launch success may be hindered by ineffective planning and implementation.

Once a product or service is developed, effectively Product Launch Management becomes the critical element to its success. The product launch process must address all the steps necessary to start volume production, plan and execute marketing activities, develop needed documentation, train sales and support personnel (internal and external), fill channels, and prepare to install and support the product.