haku: @author Kalish, S. / yhteensä: 7
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| Tekijä: | Kalish, S. Mahajan, V. Muller, E. |
| Otsikko: | Waterfall and sprinkler new-product strategies in competitive global markets |
| Lehti: | International Journal of Research in Marketing
1995 : JUL, VOL. 12:2, p. 105-120 |
| Asiasana: | STRATEGY COMPETITION RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA