This thesis examines the strategic processes which can be employed to overcome the challenges of launching creative products that possess little or no tangible selling points. Launch decisions and their subsequent impact on the creation of sales momentum in the fragrance industry are analysed. A context specific model for product launch effectiveness is an initial contribution. Secondly, this study examines product launch activities through the dramaturgical lens. Primary qualitative data collected through a mixed method approach is a further contribution to the current body of knowledge on product launch. 'Elite interviews' with senior management are employed to gain an in-depth perspective into the dynamics of launch processes. Fourthly, the dynamics of organisational self expression, particularly during product launch are distilled through the analysis of organisational narratives. Finally, focussed encounters whereby organisations attempt to shape product evaluation are examined through participant observation