search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Tellis, G. J. Stremersch, S. Yin, E. |
| Title: | The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness |
| Journal: | Marketing Science
2003 : SPRING, VOL. 22:2, p. 188-208 |
| Index terms: | DIFFUSION INNOVATION SALES MANAGEMENT COMPARATIVE RESEARCH |
| Language: | eng |
| Abstract: | This study addresses the following questions about takeoff in Europe: whether takeoff occurs as distinctly in other countries, as it does in the United States and whether different categories and countries have consistently different times-to-takeoff. The authors specify a parametric hazard model to answer the questions above. The major results are as follows: Sales of most new products display a distinct takeoff in various European countries, at an average of six years after introduction. The time-to-takeoff varies substantially across countries and categories. It is four times shorter fo rentertainment products than for kitchen and laundry appliances. It is almost half as long in Scandinavian countries as in Mediterranean countries. |
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