Impact of Market Turbulence on New Product Launch Success

Abstract

Market turbulence—characterized by rapid changes in customer preferences, competitive intensity, and technological disruption—has become a defining feature of modern business environments. While turbulence creates significant uncertainty for firms, it can also generate strategic opportunities for new product launches. This study conceptually examines the impact of market turbulence on new product launch success by integrating insights from dynamic capability theory, market orientation, and innovation management literature. The paper develops a comprehensive framework linking market turbulence to strategic agility, innovation speed, market sensing, and launch execution effectiveness, which together influence new product performance. The study highlights how firms operating in turbulent markets must balance speed, flexibility, and customer insight to enhance launch outcomes. Managerial implications and future research directions are also discussed.