The model integrates all aspects of the design, budgeting, and marketing process to ensure that they are not at odds with one another. It thus encourages cross-communication between different marketing divisions as well as facilitates the releasing of new projects through the development of a systematized model. Business journalist Joan Schneider notes that the model itself is subject to frequent tweaking. For example, some companies separate the final 'launch' stage of the project into two phases. This "forces you to consider critical questions and to seize control of important timing factors, such as when planning for launch should begin and when it should end. The more deliberate you are in scheduling and handling launch, the better your results will be-particularly if you start thinking about launch as soon as you receive the go/no go signal from management" (Schneider 2005).

In this two-phase model, the product launch is first planned as the advertisement agency works to develop the message that will be communicated to the first core audience of likely consumers, the distribution channels are selected in which the first launch will occur, and the initial public relations and advertising...

This first phase requires coordination with actors outside of the organization, and while a general marketing strategy may have been decided upon earlier, during this first launch phase, specific attention is given to how the organization will make its initial move into the market. In today's competitive environment, making a good first impression is essential. The second phase involves tracking initial metrics about sales and evaluating the first release of the product.
References

Gunu, Osman Masahudu. (2008). How Black & Decker and Xerox corporations used the Corning's five-stage stage-gate model. Knol. Retrieved March 24, 2011 at http://knol.google.com/k/how-black-decker-and-xerox-corporations-used-the-corning-s-five-stage-stage#

Schneider, Joan. (2005). Improving the five-stage stage-gate process. Frozen Food Age.

Retrieved March 24, 2011 at http://www.allbusiness.com/marketing/market-research/1041191-1.html

Thakur, Sidharth. (2010). Analyzing Corning's five-stage stage-gate. Bright Hub Project

Management. Retrieved March 24, 2011 at http://www.brighthub.com/office/project-management/articles/81959.aspx?p=3