Classification of product development and market entry models

The article aims. The article is devoted to the comprehensive analysis and systematization of modern models for new product market entry, with a special focus on their classification, comparative characteristics, and practical application potential. The purpose of the study is to deepen the understanding of strategic approaches to product launch in dynamic and innovation-driven environments, and to develop a scientifically grounded classification that could be used for further theoretical and applied research in the field of marketing and product management. Analyses results. The essence of the research lies in exploring a wide spectrum of market entry models — from classical frameworks such as the Waterfall model and Phase Launch to modern, adaptive, and user-centric strategies like Agile, Design Thinking, Data-Driven Development, Crowdfunding, Pre-Sell, Big Bang Launch, and Open Innovation. These models reflect diverse approaches in terms of development methodology, degree of customer involvement, payment structure, launch speed, and associated risks. Based on a detailed comparative analysis, the article proposes an original author’s classification of product launch models according to multiple criteria. The scientific novelty of the research is demonstrated through the development of a multidimensional classification matrix that allows practitioners and scholars to segment product launch models based on contextual business needs, product types, technological readiness, and target market characteristics. This framework serves as a theoretical basis for selecting optimal strategies in both B2B and B2C sectors, especially in rapidly changing technological and competitive environments. The practical significance of the study lies in its applicability to real-world product development and marketing processes. By understanding the characteristics, strengths, and weaknesses of various models, companies can strategically choose the most effective path to market, minimize launch failures, and optimize resource use. The analysis is particularly relevant for innovation-driven industries, start-up’s, and technology companies that must operate under conditions of uncertainty, tight deadlines, and evolving customer expectations. Conclusions and directions for further research. In the conclusions, the article emphasizes that no universal model suits all market conditions. Each strategy has its situational advantages, and its effectiveness depends on internal factors (organizational structure, financial capabilities, product complexity) as well as external factors (market maturity, competition level, consumer behaviour). The findings highlight the need for hybrid approaches that can combine flexibility, data-driven decision-making, and active customer collaboration. Future research directions include the exploration of digital transformation’s impact on launch strategies, integration of artificial intelligence and predictive analytics in model selection, and the incorporation of sustainability and social responsibility metrics into product launch frameworks. Additionally, further studies could empirically test the proposed classification through case studies and industry-specific applications to validate its relevance and adaptability in practice. This work provides a substantial theoretical and practical contribution to the field of marketing strategy, supporting more informed, agile, and successful new product introductions in diverse business contexts.