search query: @author Chryssochoidis, G. / total: 3
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| Author: | Chryssochoidis, G. Wong, V. |
| Title: | Rolling out new products across country markets: an empirical study of causes of delays |
| Journal: | Journal of Product Innovation Management
1998 : JAN, VOL. 15:1, p. 16-41 |
| Index terms: | INNOVATION NEW PRODUCTS MARKETS |
| Language: | eng |
| Abstract: | Faced with the challenge of launching a new product into numerous countries, managers may view a sequential rollout as the prudent course of action. Rather than launching the product simultaneously in diverse countries, they may believe they can reduce risk by launching first in one or two countries, and then in others. However, this strategy overlooks the interplay between timeliness in international new product rollouts (INPR) and product success. Timeliness in this study reflects a company's capability for adhering to the schedule that management has established. |
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