Conference Proceedings
Sequential vs Simultaneous Rollouts: Contingent Effects of Product Innovativeness and Order of Entry
NM Hazrul, BA Lukas, GJ Whitwell
Developments in Marketing Science: Proceedings of the Academy of Marketing Science | Springer International Publishing | Published : 2015
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.