A marketing technique for competitive advange evaluation: brand and communication in the launching process of a new product

Abstract

During the new product launching, companies are facing to many difficulties. Product innovation presents in fact a high number of risks: on the one hand, it is characterized by high costs, while, on the other hand, requires a significant investment in time and can result in delays not budgeted. Together with the design, marketing leverages have therefore an essential role. New information technologies have greatly expanded the possibilities to explore, through the market simulation, the preferences of potential consumers in the perspective of a new product, at the various stages of the development process. It appears, however, still sufficiently neglected the business point of view, in terms of the economic performance and competitive advantage evaluation. This work aims to illustrate a possible methodological path in that direction.