Marketlaunch of new products. An empirical analysis about the design of the communication-mix

In recent years, the innovation process has been analysed more and more, focusing on the step of the product launching and its activities which are told to have a huge importance on the success of the introduction of the products to the market. Research and industry agree perfectly on the fact that in the promotion of new products trustful product launch activities is highly relevant for the success of business relationships. Therefore the question that needs to be answered is how trust communication as a tool should be designed in order to preserve trust through the use of communication in the long run, so that it is capable of supporting the introduction of new products in the market. Therefore this research project develops a strongly interdisciplinary approach (trust, communication and innovation research) which represents an absolute new territory of research.