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| Tekijä: | Li, T. Nicholls, J. A. F. Roslow, S. |
| Otsikko: | Organizational Motivation and the Global Concurrent Launch in Markets with Accelerated Technology: a Conceptual Framework and Research Propositions |
| Lehti: | International Business Review
2003 : OCT, VOL. 12:5, p. 563-579 |
| Asiasana: | COMPETITION CONCURRENT ENGINEERING MODELS |
| Kieli: | eng |
| Tiivistelmä: | By definition, a concurrent approach in the global market introduces a new product across a company's global target market, ahead of competition. From the perspective of global consumer segments and theory of organizational motivation, this paper develops a conceptual model in explaining external and internal factors that influence corporate decisions in adopting a global concurrent launch. The authors submit that the adoption of a concurrent approach is affected by the following key factors: the emergence of global buyer segments; organizational fear of technological obsolescence; striving for success as an industry leader in product innovation. By extension, the authors conclude that a global concurrent launch sustains a firm's brand equity. |
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