Product launch is a strategic and systematic process encompassing the planning, execution, and evaluation phases involved in introducing a new product or service to the market. As an academic concept and research area, it investigates the multifaceted activities, organizational strategies, and market dynamics critical for achieving successful market entry, generating awareness, and establishing initial market traction for novel offerings. This field examines pre-launch preparations, the launch event itself, and post-launch sustainment efforts, focusing on interdisciplinary coordination, performance metrics, and the identification of factors contributing to or hindering market success.