Kadangi įmonės atlieka naujo produkto įvedimą į rinką nesiremiant metodiškai pagrįsta, naujo produkto įvedimo į rinką matrica, naudoja tik atskirus privalomus tokios metodikos elementus, ir neturi tinkamų įvertinimo kriterijų naujo produkto įvedimo sėkmei pamatuoti pasitvirtino rekomenduotina naudoti darbo autoriaus pristatytą „Naujo produkto įvedimo į rinką modelį, kuris pagelbės įmonių konkurencingumo užtikrinimui. / The aim of the study is to formulate a model that Lithuanian enterprises could use in practice getting a new product entry into the market. The object of the study is the enterprises which are selling water heaters established in Kaunas city. The main argument of the study was that these enterprises do not have clearly delineated, prepared after methodological concepts new product entry to the market matrix, that the enterprises do not possess proper assessment criteria for the new product entry to the market success measurement. The author of the study has made a theoretical analysis of the papers and presented the new product entry to the market scientific approaches. It is estimated the new product entry to the market models proposed by the number of scientists in various papers and studies. The empirical research was held in 2005-2006 study years. 10 enterprises took part into the research. According to the research data and theory analysis the author formulated a new product entry to the market model that Lithuanian enterprises can use in their practice.