Consideration of factors influencing the time of launching new products

Research carried out in this paper is embedded in a larger context of researching cycle management of innovation processes and in particular addressed the cycle of launching new products. The focus was predominantly not directed on the kind of innovation (e.g. incremental or radical innovation/basic, performance or excitement innovation according to the Kano-model). Instead, the approach of identifying and classifying factors influencing the innovations has been addressed. This paper dealt in particular with the questions which kind of factors possibly influence the time of launching new products on the market and how these factors can be assigned to superordinate categories. In addition, the goal was to identify further perspectives to increase transparency on the factors when systematically planning new products and their time of launch. Manifold factors - possibly influencing the market launch intentionally or unintentionally - have been identified based on existing literature dealing with innovation management and dealing with the customer's technology acceptance. Also the lifecycle-oriented perspective shed light on factors, which are not obvious at first sight but should be taken into consideration when systematically planning the launch of new products. The presented framework in section 3 gives an overview of the dimensions which should be considered in order to make another step towards a higher planning reliability. Against this background, the results in this paper on the one hand describe a basis for further research presented in section 4.2. Still, this status of research also serves as an extended checklist for factors and corresponding categories a planning department may consider when setting up the roadmap of launching new products.