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Antecedents of international new product rollout timeliness
journal contribution
posted on 2023-06-08, 08:22 authored by Veronica WongDelays in product rollout can pose significant problems for international companies seeking to introduce new products across many countries. Although past research has identified several key drivers of international product rollout delays, our understanding of the interrelationships among external environmental, internal organizational, new product project and product-specific factors remains limited. In spite of the critical importance of new products in sustaining firms' competitiveness in both domestic and international markets, research into the antecedents of Product rollout timeliness have, to date, been under-explored. Here, poses a conceptual model that captures the antecedents of international new product rollout timeliness. The model explains the external and internal environmental drivers, the potential relationships among these, and impacts on rollout time efficiencies. Draws attention to the need for more research into what is considered a highly complex and challenging business activity - the management of new product development and launch in international markets.
History
Publication status
- Published
Journal
International Marketing ReviewISSN
02651335Publisher
EmeraldExternal DOI
Issue
2-3Volume
19Page range
120-132Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-02-06Usage metrics
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