Understanding and Managing International Product Launch: A Comparison between Developed and Emerging Markets

With the developed market becoming increasingly saturated, companies have turned to the rapidly growing emerging market. To compete effectively in the global marketplace, firms need to develop global market competences, such as effective product launch. Although considerable efforts have been devote...

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Veröffentlicht in:	The Journal of product innovation management Jg. 28; H. s1; S. 104 - 120
Hauptverfasser:	Lee, Yikuan, Lin, Bou-Wen, Wong, Yim-Yu, Calantone, Roger J.
Format:	Journal Article
Sprache:	Englisch
Veröffentlicht:	Hoboken Blackwell Publishing Ltd 01.11.2011
Schlagworte:	Advertising Decision making models Emerging markets International comparisons Management theory Product development Product introduction Studies United States > US Taiwan
ISSN:	0737-6782, 1540-5885
Online-Zugang:	Volltext
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