Product introduction by SMEs

Abstract

In recent years a great deal of research has been carried out on the subject of product introductions. However, there has been little research on product introductions by small and medium sized enterprises (SMEs). Current theory on product introductions might thus not be fully applicable to SMEs. This report therefore aims to answer the question: 'Does the way product introductions are handled by SMEs differ from the way product introductions are described in literature?' �We find that there are indeed differences, though these are mainly differences in level of detail and focus.