An important decision in launching a new product is the timing of the new product launch. Being the first to launch a new product is always better than being a later entrant.

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Being the first to launch a new product is not always better than being a later entrant. The advantage of later entry is that a firm's competitors would have to incur the costs of informing the market about the new product and its features. Also, the company could market the product as a "me-too" product, reducing advertising costs significantly.

An Important Decision in Launching a New Product Is the Timing