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| Author: | Kalish, S. Mahajan, V. Muller, E. |
| Title: | Waterfall and sprinkler new-product strategies in competitive global markets |
| Journal: | International Journal of Research in Marketing
1995 : JUL, VOL. 12:2, p. 105-120 |
| Index terms: | STRATEGY COMPETITION RESEARCH |
| Language: | eng |
| Abstract: | How should a multinational firm introduce a new product into its global markets? Should it first attack and conquer the domestic market before moving into overseas markets or should it plan for a global attack by launching the product in all its global markets simultaneously? Using innovation diffusion models in a monopoly and a competitive game theory framework, this paper analytically examines waterfall (where the markets are entered sequentially) and sprinkler (where markets are entered simultaneously) strategies. |
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