By G. Chryssochoidis
Launching a brand new product into various international locations is an enormous problem for managers, really those that function in industries with fast technological swap and excessive internationalization environments. This publication specializes in the time size of overseas product launches utilizing case stories from jap, US and united kingdom corporations similar to Panasonic, Sony, Motorola and Nortel. established upon empirical details the ebook presents insights into idea and higher perform during this quarter.
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Additional resources for Rolling Out New Products Across International Markets: Causes of Delays
More recent contributions have their roots in theories of organisational structure in multinational enterprises and international marketing. 1 International trade theories: the international product life cycle concept Several decades ago, Heckscher (1919) and Ohlin (1933) extended the Ricardian trade model (Ricardo, 1817) and suggested that nations’ trade success comes from product-related cost advantages. Later, Linder (1961) found that trade commodities are similar between countries with similar income levels and demand patterns.
While competitive impact reflects the pervasiveness of the move, attack intensity focuses more on the depth and width of the effect upon the ‘victim’s’ markets. A competitive move does not have the same overall impact on every market of the ‘victims’ it threatens. The degree of threat depends upon the number and the importance of the affected market(s) for the affected companies. The more the markets, the greater is the threat. This impact also depends upon the internationalisation of the attacking firms.
This has created some serious problems. Key ones are the following: • The gap between prescriptive stances and empirical studies is sufficiently wide to impose problems of incomparability of findings and incomprehension of management practice. • There is only anecdotal understanding of the relationship between product elimination and product replacement issues. There is also no empirical evidence on elimination decisions of products marketed in international markets. • The examination of product elimination for new products targeting international countries is complementary, yet different from new product rollout.
Rolling Out New Products Across International Markets: Causes of Delays by G. Chryssochoidis