Rolling Out New Products Across International Markets (Softcover Reprint of the Original 1st 2004)


SKU: 9781349420261
Author: Chryssochoidis, G
Publication Date: 01/01/2004
Publisher: Palgrave MacMillan
Binding: Paperback
Media: Book
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Launching a new product into numerous countries is a major challenge for managers, particularly those who operate in industries with rapid technological change and high internationalization environments. This book focuses on the time dimension of international product launches using case studies from Japanese, US and UK firms such as Panasonic, Sony, Motorola and Nortel. Based upon empirical information the book provides insights into theory and better practice in this area.