Expecting Marketing Activities and New Product Launch Execution to Be Different in the U.S. And China: An Empirical Study
Year: 2011
Type: preprint
Abstract: Most new product studies focus on early steps in the process, trying to speed the process steps to market launch, or trying to control costs via staging and other efficiency actions to increase operations efficiency. Few studies examine the impact of commercialization and launch activities of marketers, the effects of marketing activities on launch execution and timing, and the impact of marketing and launch activities on new product performance. Launch activities are critical in the long term, since they influence the firm’s cash flow for the next five years, the average cash flow generating life of a successful innovative product. Our model explores the effects of marketing and launch activity execution, launch timing, and nature of the product on performance, considering also the SBU’s level of cross-functional integration and market orientation, and levels of channel cooperation. We empirically test the model using new product managers from the U.S. and China, and generate insights into cross cultural differences in marketing conduct, observe the robustness of our model, and provide contextual variations sufficient to reduce frame and sampling biases that haunt the study of innovation success.
Source: SSRN Electronic Journal
Authors: RJ Calantone, AC Anthony Di Benedetto, XM Song
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2163817937