ARTICLE IN PRESS Technovation 26 (2006) 1244–1252 www.elsevier.com/locate/technovation An evaluation model of new product launch strategy Yi-Chia ChiuÃ, Benson Chen, Joseph Z. Shyu, Gwo-Hshiung Tzeng Graduate Institute of Business Administration, National Chung Hsing University, 250 Kuo-Kuang Road, Taichung 402, Taiwan Abstract The objective of this article is to develop an empirically based framework for formulating and selecting a product launch strategy. Managers usually face Fuzzy…
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