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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Bibliographic Details

Published in:	The Journal of product innovation management Vol. 28; no. s1; pp. 104 - 120
Main Authors:	Lee, Yikuan, Lin, Bou-Wen, Wong, Yim-Yu, Calantone, Roger J.
Format:	Journal Article
Language:	English
Published:	Hoboken Blackwell Publishing Ltd 01.11.2011
Subjects:	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 Access:	Get full text
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