Desenvolvimento e lançamento de novos produtos em canais digitais: estudo de caso em uma marca de Lifestyle

Abstract

This study aimed to analyze the process of developing and launching new products in a brand that adopts a lifestyle approach and operates exclusively through digital channels. The research was based on a literature review and data collected through interviews with the brand's founder, who is responsible for new product development, the marketing manager, who oversees launch and marketing strategies, and a supplier and customer of the brand. Based on this research, significant alterations in the product development and launch process were identified in relation to existing theories, attributed to the influence of digital channels, which impart greater dynamism to the process, and the adoption of a lifestyle-based positioning strategy, which directly impacts customer perception and relationships. However, for a more comprehensive understanding of these adaptations, it would be advisable to conduct ongoing monitoring of the new products and expand the research scope to include companies of diverse profiles.