Conference Proceedings

Sequential vs Simultaneous Rollouts: Contingent Effects of Product Innovativeness and Order of Entry

NM Hazrul, BA Lukas, GJ Whitwell

Springer International Publishing | Published : 2015

DOI: 10.1007/978-3-319-10873-5_65

Abstract

The issue of whether to launch new products sequentially or simultaneously to multiple foreign markets has received little attention in the marketing literature. Drawing on contingency theory, this paper develops propositions to be tested in the future.

University of Melbourne Researchers