Browse Publications Technical Papers 2002-01-0177
2002-03-04

Foresight Vehicle: Investigating the Effects of Downstream Channel Relationships on New Product Launch Outcomes 2002-01-0177

The research focuses on the commercialization stage of the new product process and the impact that the manufacturer-dealer relationship has on it. The dyadic study aims to identify the effects of relationship constructs such as trust, commitment, satisfaction, conflict and cooperation on the launch interface and eventually on the launch outcomes for both parties. It is expected that the project will make significant methodological and conceptual contributions to the area. This paper reports on the work carried out to date on the project.

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