| Article ID: | iaor199551 |
| Country: | India |
| Volume: | 19 |
| Issue: | 2 |
| Start Page Number: | 21 |
| End Page Number: | 33 |
| Publication Date: | Apr 1994 |
| Journal: | Vikalpa |
| Authors: | Koshy Abraham, Angel Anna |
| Keywords: | measurement |
Based on data on 237 product/brand launches collected from four business periodicals between January 1991 and July 1992, this article focuses on the nature of new product introduction strategies of multinational corporations, large, medium, and small enterprises.