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Antecedents of International New Product Rollout Timeliness

Wong, Veronica (2002) Antecedents of International New Product Rollout Timeliness. International Marketing Review, 19 (2). pp. 120-132. ISSN 0265-1335. (doi:10.1108/02651330210424999) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1108/02651330210424999

Abstract

Delays in product rollout can pose significant problems for international companies seeking to introduce new products across many countries. Although past research has identified several key drivers of international product rollout delays, our understanding of the interrelationships among external environmental, internal organizational, new product project and product-specific factors remains limited. In spite of the critical importance of new products in sustaining firms' competitiveness in both domestic and international markets, research into the antecedents of product rollout timeliness have, to date, been under-explored. Here, poses a conceptual model that captures the antecedents of international new product rollout timeliness. The model explains the external and internal environmental drivers, the potential relationships among these, and impacts on rollout time efficiencies. Draws attention to the need for more research into what is considered a highly complex and challenging business activity the management of new product development and launch in international markets.

Item Type: Article
DOI/Identification number: 10.1108/02651330210424999
Uncontrolled keywords: International business, New product development, Product innovation, Production management
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 11 Jan 2013 09:37 UTC
Last Modified: 29 May 2019 09:54 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32834 (The current URI for this page, for reference purposes)
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