Factors Of Market Performance Of Apple Ipod: A Preliminary Desk-Based Study

Abstract

The Apple iPod is a hugely successful new product.  This study conducts a secondary research in order to trace the technical and market development of the product, and then to suggest contributory factors of its remarkable market performance.  These suggested contributory factors include opportunity identification, product design, product platform, external and internal coordination, speed to market, and advertisement and publicity.  Future research can incorporate all these factors in a hypothetical causal model in order to test the statistical significance of these factors and the relative importance between them.