Document Type


Degree Name

Master of Arts

Chairperson (Advisor 1)

Dr. Richard Brynteson

Reader (Advisor 2)

Dr. Kimora Kachelmyer


As a Product Marketing Specialist, the author has discovered from experiences that oftentimes there are not product launch processes or guidelines within the marketing departments for bringing a new product to market. Since product introduction in the high-tech industry happens at warp speeds, it is important to have a process to ensure all areas of the company are in synch with the launch, and the launch is carried out effectively.

This thesis project will look at the product launch processes from a marketing perspective. The goal is to create a process that will guide product marketers through a successful launch process, whether the product is a new entry to the market, or an update to current products.


Available when logged in with your CSP email address and password.

For users outside of the CSP community, use the "Request Access" button to submit a request for full text.