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| Author||F.W.P. van Rooijen|
|Title||Product launch success : new product adoption by channel intermediaries in emerging and developing markets.|
|Supervisors||M.A.A.M. Leenders, R.E.W. Pruppers|
|Faculty||Faculty of Economics and Business|
|Abstract||Acquiring distribution is a key success factor when launching a new product. By unraveling|
the factors that influence the new product adoption decision of channel intermediaries,
manufacturers are able to improve their new product propositions and thereby improve the
likelihood of adoption. Previous new product adoption studies focused merely on new product
launches in Western countries. As a result, these findings are not generalizable to the context
of emerging and developing markets. For that reason, this study investigated what factors
influence the new product adoption decision of channel intermediaries in emerging and
developing markets. The research has been conducted in the Democratic Republic of Congo.
Structured interviews with 180 channel intermediaries in the beverage market resulted in four
factors that significantly influence the new product adoption decision, namely: (1) adoption
costs, (2) market size, (3) the relation with the manufacturer, and (4) the ‘fit’ between the new
product and the consumer preferences (i.e. taste, brand name, and package).
|Document type|| scriptie master|
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