George M. Chryssochoidi and Veronica Wong
Little research has focussed on launch of service innovations across international markets. The determinants of timeliness (conversely, delays) in the launch of service…
Abstract
Little research has focussed on launch of service innovations across international markets. The determinants of timeliness (conversely, delays) in the launch of service innovations across multiple country markets has equally received little attention in the literature. This paper reports on the findings of an exploratory case‐based research investigation into service innovations launched by Cypriot financial institutions across three or more foreign country markets. The analysis shows that on‐time introduction of service innovations rely heavily on: service innovation synergies with existing operations; sufficiency of marketing resources; extensive use of “soft” integrating organizational mechanisms; and proficiency in the development process. External environmental elements, including market heterogeneity and extensive competition have a lesser impact on the timeliness of such multi‐country introductions. Several propositions are forwarded for further investigation.
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Keon Bong Lee and Veronica Wong
The purpose of this paper is to address a gap in the understanding of the indirect effects of marketing and technical factors on time efficiency in developing a new product and…
Abstract
Purpose
The purpose of this paper is to address a gap in the understanding of the indirect effects of marketing and technical factors on time efficiency in developing a new product and international new product launch.
Design/methodology/approach
This paper adopts a contingency perspective in examining the relationships between antecedents and on‐time completion (or timeliness) of new product development (NPD) and international new product rollout (INPR). A conceptual framework is tested based on data obtained on 232 NPD projects undertaken by Korean firms.
Findings
The results show that NPD proficiencies mediate to a greater or lesser extent the effects of key antecedents (e.g. cross‐functional linkages, project fit with available marketing resources, and effective coordination of headquarters‐subsidiary/agents' activities) on timeliness in NPD and INPR.
Research limitations/implications
Empirical research on the role of marketing and technical proficiencies in improving NPD timeliness and rollout timeliness in the context of international NPD affirms the importance of adopting a contingency perspective in examining the antecedents of NPD and multi‐market entry timeliness.
Practical implications
This paper lends insight into the role of overseas subsidiaries or agents in helping to build the technical proficiencies of emerging country companies.
Originality/value
This is the first review focusing on the mediating influences on time dimensions (e.g. timeliness) in multi‐country product launches.
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Delays in product rollout can pose significant problems for international companies seeking to introduce new products across many countries. Although past research has identified…
Abstract
Delays in product rollout can pose significant problems for international companies seeking to introduce new products across many countries. Although past research has identified several key drivers of international product rollout delays, our understanding of the interrelationships among external environmental, internal organizational, new product project and product‐specific factors remains limited. In spite of the critical importance of new products in sustaining firms’ competitiveness in both domestic and international markets, research into the antecedents of product rollout timeliness have, to date, been under‐explored. Here, poses a conceptual model that captures the antecedents of international new product rollout timeliness. The model explains the external and internal environmental drivers, the potential relationships among these, and impacts on rollout time efficiencies. Draws attention to the need for more research into what is considered a highly complex and challenging business activity – the management of new product development and launch in international markets.
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The purpose of this editorial is to comment on the paper by Saunders and Wong in this issue. In doing so, the paper reflects on the notion of academic quality within marketing…
Abstract
Purpose
The purpose of this editorial is to comment on the paper by Saunders and Wong in this issue. In doing so, the paper reflects on the notion of academic quality within marketing research, along with the systems in place to evaluate and reward it.
Design/methodology/approach
The paper takes a reflective, discursive approach.
Findings
The author finds that, while Saunders and Wong make a number of pertinent observations, and come up with interesting solutions, the notion of academic quality espoused in their paper is based on a logically flawed set of arguments.
Research limitations/implications
The paper is primarily a personal view, and thus does not rely on any empirical research.
Practical implications
There are key implications for many parties involved in the creation and assessment of marketing knowledge. In particular, scholars would be well advised to consider notions of quality in relation to their own work, rather than rely unquestioningly on existing definitions. Policy makers and research managers (e.g. business school deans) also need to consider what quality in academic research really is, and how to appropriately direct and reward it.
Originality/value
The paper provides another perspective on the well‐established debate regarding quality, and thus it is hoped will stimulate further thinking.
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Philip Kotler, Gary Armstrong, John Saunders and Veronica Wong
Successful new product and service development increasingly relies on the ability to adopt an international perspective, throughout the development process itself, and by…
Abstract
Successful new product and service development increasingly relies on the ability to adopt an international perspective, throughout the development process itself, and by targeting international or global markets, rather than simply serving domestic customers. Yet, although there exists an impressive body of research concerning the management of new product development, the evidence base with respect to international (or global) new product development practices and management is largely in its infancy, and is, at best, fragmented. This guest editorial provides a synopsis of the main research streams in the broad field of international new product development, highlighting major gaps in current knowledge and understanding. The special issue is a modest attempt at tapping current thoughts and research investigations in this critical area, seeking, also, to stimulate much‐needed debate and further research. One article examines whether international diversity is positively associated with new product development performance. Two articles tackle the role that national culture plays in influencing consumer acceptance of new products (technology) on the one hand, and firms’ global new product development approach on the other. A final article investigates technology transfer as a special case of new technology adoption in developing markets.
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Ivy S.N. Chen and Veronica Wong
This article presents the findings of a study of the successful international marketing strategies and organisational approaches of a group of South Korean, Taiwanese, Hong Kong…
Abstract
This article presents the findings of a study of the successful international marketing strategies and organisational approaches of a group of South Korean, Taiwanese, Hong Kong and Singaporean firms in Europe. Successful firms were found to be more proactive in seeking growth opportunities and were more committed to their markets. They had more aggressive market share objectives, more informal structures and had introduced more products into their target markets. Successful firms had closer relationships with their parent companies and greater autonomy in strategy and pricing decisions. The products of successful firms were also more standardised.
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Chris Stagg, John Saunders and Veronica Wong
Past research into new product screening criteria have largely centered on industrial new products. This study investigates the criteria that managers use for screening and…
Abstract
Past research into new product screening criteria have largely centered on industrial new products. This study investigates the criteria that managers use for screening and evaluating new grocery products or brands. Theory suggests that the branding, promotional, and trade needs of grocery brands mean that screening criteria for grocery product development will differ from those applied to industrial goods. Our methodology departs from earlier research in gathering information on the accept/reject criteria during new product development rather than examining the reasons for success and failure after launch. The results endorse many findings from the extant literature on new product development. However, we highlight a set of factors that new product managers regard as important to the go/no‐go decision in new grocery product or brand development that differs significantly from previous studies. From a research perspective, our study findings make an important contribution to the field by developing measurement scales for addressing NPD in the grocery sector.
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Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on…
Abstract
Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered staff. All these building blocks are influenced by a changing and increasingly competitive international environment. Influential government reports on industrial competitiveness have ignored the contribution of marketing. This is partly because academics themselves have not shown the link between marketing effectiveness and business performance. Explores the contribution of marketing within a broader model of the determinants of competitiveness using an empirical study.
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John Saunders and Veronica Wong
This research paper aims to examine the global trends in publishing in the leading marketing journals between 1964 and 2008, focusing on how public policy intervention in the…
Abstract
Purpose
This research paper aims to examine the global trends in publishing in the leading marketing journals between 1964 and 2008, focusing on how public policy intervention in the assessment and funding of academic research has influenced Britain's relative productivity in the world's leading marketing journals.
Design/methodology/approach
The method was an audit of contributions to the leading journals based on the authors' affiliation, country of origin and country in which they obtained their doctoral training.
Findings
The results show that the proportion of leading marketing publications by authors affiliated to British universities have held steady at about 2 per cent, while the productivity of several other countries has accelerated past Britain. However, to retain that share, Britain has increasingly depended upon importing people whose PhD is not British. This contrasts with some other European countries that are now more productive than Britain, but mainly recruit locals with local PhDs. The pattern of decline in the UK is related to the impact of Britain's research assessment exercise and the continuation of relatively weak social science research training.
Research limitations/implications
The analysis is limited by only looking at one academic discipline and only the top few academic journals in the field.
Practical implications
The findings have implications at several levels. At a national policy level it questions the value of the research assessment exercises that appear to have presided over a decline in research productivity. For institutions, it questions the value in investing in developing local talent when success has come to those who buy talent internationally. Perhaps, the major implication arises from Britain's academic productivity declining while neighbouring countries have grown in international excellence.
Originality/value
At a time when the continuation of expensive university research assessments is being questioned the research findings add value to the current debate in showing how that very process has accompanied academic decline.