| Research gap | Research question | Research aims |
| Limited literature for the pre-launch phase in NPL in the pharmaceutical industry. | What is the importance of the pre-launch phase for the new product development in the pharmaceutical industry? | Deep understanding of the pre-launch phase in the new product development in the pharmaceutical industry. |
| The fragmented NPL literature focusing on Pre-launch phase. | What are the pre-launch factors that have impact on the pre-launch phase? | Researching recent factors and activities that are important for the pre-launch phase. |
| Limited literature discussed some factors individually and their individual impact on launch excellence in the pharmaceutical industry. | What are the comprehensive internal and external activities that impact launch excellence? | Providing a holistic and comprehensive approach on the key determinants of launch excellence. |
| Due to the limited literature discussing the pre-launch phase in the pharmaceutical industry, there was limited focus on lunch excellence and launch readiness. | How can we evaluate the pre-launch success which leads to launch readiness and excellence? | Providing illustration for the success of the pre-launch phase and the readiness of pharmaceutical product to be launched in an excellence way. |