Abstract

The continuous globalization and new product launch can represent essential drivers for the company performance. For many years has been conducted conceptual and empirical research in order to identity the success factors for new product launch. Therefore, the purpose of this paper is to identify and analyze the critical success factors for launching a new product using a marketing approach. The contribution to the science of this article is to create an understanding framework related to the factors that have an impact on the success of a new product launch; it could help companies in planning the new products launch. This paper followed a case-study methodology–the iPhone launch case. After iPhone was successfully launched, millions of iPhones was sold, turned it in one of the most popular mobile phone ever launched. Considering that Apple is now the leader on smartphone market, overtaking Samsung in the fourth quarter of 2014, the purpose of this case study is to explain how a company as Apple can enter in a saturated market, have success, and after eight years became the leader market. In order to involve all crucial drivers of product success, we attempted to summarize the findings considering three essential levels–consumers, company, and environmental. Regarding the case study conclusion it can be said that iPhone changed the way that consumers interact with the mobile phones; it built a connection with the consumer and influenced their behavior regarding the information access and digital lifestyle.

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