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Sequential-simultaneous international rollout strategies and product performance: a framework for analysis

This research article provides a detailed mapping of the paradigms of sequential and simultaneous international launch strategies through a review of the literature. The paper identifies significant patterns and limitations in past empirical studies. In brief, inadequate research efforts to comprehe...

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Main Author: Nik Mohd Hazrul Nik Hashim,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2013
Online Access:http://journalarticle.ukm.my/6980/1/4976-13946-1-PB.pdf
http://journalarticle.ukm.my/6980/
http://ejournals.ukm.my/pengurusan/index
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spelling my-ukm.journal.69802016-12-14T06:42:46Z http://journalarticle.ukm.my/6980/ Sequential-simultaneous international rollout strategies and product performance: a framework for analysis Nik Mohd Hazrul Nik Hashim, This research article provides a detailed mapping of the paradigms of sequential and simultaneous international launch strategies through a review of the literature. The paper identifies significant patterns and limitations in past empirical studies. In brief, inadequate research efforts to comprehensively evaluate the performance of sequential versus simultaneous product launch strategies have left researchers and practitioners with very limited information for optimizing launch success. To fill the knowledge gap, a general contingency framework that links various internal and external organizational factors with potential impact on the launch strategy–performance relationship is introduced. Relevant research propositions are advanced to illustrate potential strategic-fit implications. The paper highlights major theoretical and methodological issues that are imperative for future empirical investigations. Penerbit Universiti Kebangsaan Malaysia 2013 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/6980/1/4976-13946-1-PB.pdf Nik Mohd Hazrul Nik Hashim, (2013) Sequential-simultaneous international rollout strategies and product performance: a framework for analysis. Jurnal Pengurusan, 39 . pp. 3-14. ISSN 0127-2713 http://ejournals.ukm.my/pengurusan/index
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description This research article provides a detailed mapping of the paradigms of sequential and simultaneous international launch strategies through a review of the literature. The paper identifies significant patterns and limitations in past empirical studies. In brief, inadequate research efforts to comprehensively evaluate the performance of sequential versus simultaneous product launch strategies have left researchers and practitioners with very limited information for optimizing launch success. To fill the knowledge gap, a general contingency framework that links various internal and external organizational factors with potential impact on the launch strategy–performance relationship is introduced. Relevant research propositions are advanced to illustrate potential strategic-fit implications. The paper highlights major theoretical and methodological issues that are imperative for future empirical investigations.
format Article
author Nik Mohd Hazrul Nik Hashim,
spellingShingle Nik Mohd Hazrul Nik Hashim,
Sequential-simultaneous international rollout strategies and product performance: a framework for analysis
author_facet Nik Mohd Hazrul Nik Hashim,
author_sort Nik Mohd Hazrul Nik Hashim,
title Sequential-simultaneous international rollout strategies and product performance: a framework for analysis
title_short Sequential-simultaneous international rollout strategies and product performance: a framework for analysis
title_full Sequential-simultaneous international rollout strategies and product performance: a framework for analysis
title_fullStr Sequential-simultaneous international rollout strategies and product performance: a framework for analysis
title_full_unstemmed Sequential-simultaneous international rollout strategies and product performance: a framework for analysis
title_sort sequential-simultaneous international rollout strategies and product performance: a framework for analysis
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2013
url http://journalarticle.ukm.my/6980/1/4976-13946-1-PB.pdf
http://journalarticle.ukm.my/6980/
http://ejournals.ukm.my/pengurusan/index
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score 13.211869

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