There were lots of research to identify the success and failure factors of new product marketing. This research questions that whether or not those factors identified in previous studies can be applied for Korean firms marketing new products in China.
This paper examines activities of regional marketing organizations in China through case studies. Three cases of new products marketing in China consumer electronics market were collected and analyzed.
Analysis of the cases in the frame developed by the 4 blocks of characteristics, environmental factors, behavioral factors, strategic factors and value factors, show that most of the factors identified in the previous studies can be applied to the questions of this paper in general.
But some of the factors like competitive position of the firm in the market and governmental policy are detected to be more influencing than others. And it was examined that new products marketing is more successful when team members and leaders are focusing more on people relationships in and out of the organizations. And the degree of the localization is also shown to be one of the factors to distinguish success and failure.
This research also examined how firms evaluate the performance of the new product marketing and what they are based on. The finding show that the contrast of the target and performance of the new product marketing is the way of evaluations. Meanwhile, long term and qualitative marketing targets rather than financial ones are planned when the new product is perceived to be competitive in the market.