• Nanduri Anil Kumar
• Athmuri Haritha Kavya

Business analytics is a powerful tool that helps organizations make informed decisions based on data-driven insights. This paper explores the impact of business analytics on launching new products in today's competitive market. Despite advancements in new product development (NPD), the success rate remains low, with only 25% making it past the first year. Therefore, organizations need to adopt a more data-driven approach to NPD. While the importance of business analytics in NPD has been recognized, there is a lack of empirical evidence to support its impact on new product launches. This study aims to fill this gap by examining the role of business analytics in NPD and its impact on the product launch process. The study is motivated by the need to understand the role of business analytics in NPD and its impact on product launch success. By utilizing business analytics techniques, companies can gather and interpret data on consumer behaviour, trends, and competition, which can inform and guide their product development and launch strategies. The study aims to achieve three objectives: understanding the background of new product launches, identifying the steps involved in new product development, and interpreting the reasons for success and failures using business analytics. To conduct this research, a qualitative approach will be adopted, with primary data collected through a Google Form survey of 140 participants. Open-ended questions will be used to gather detailed insights into the role of business analytics in NPD and its impact on product launch success. Thematic analysis will be used to analyse the data and identify key themes and insights.

Business analytics, new product development, product launch success, data-driven insights, risk mitigation

"A STUDY ON BUSINESS ANALAYTICS AND ITS IMPACT ON LAUNCHING NEW PRODUCTS INTO MARKET", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 11, page no.e784-e790, November-2024, Available :http://www.jetir.org/papers/JETIR2411488.pdf

"A STUDY ON BUSINESS ANALAYTICS AND ITS IMPACT ON LAUNCHING NEW PRODUCTS INTO MARKET", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 11, page no. ppe784-e790, November-2024, Available at : http://www.jetir.org/papers/JETIR2411488.pdf