Expecting Marketing Activities and New Product Launch Execution to Be Different in the U.S. And China: An Empirical Study

International Journal of China Marketing, Vol. 2, No. 1, pp. 14-44, 2011

Posted: 28 Feb 2012

See all articles by Roger Calantone

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

Michael Song

Barclays Investment Bank

Date Written: 2011

Abstract

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-functionl 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.

Suggested Citation

Calantone, Roger and Di Benedetto, Anthony and Song, Michael, Expecting Marketing Activities and New Product Launch Execution to Be Different in the U.S. And China: An Empirical Study (2011). International Journal of China Marketing, Vol. 2, No. 1, pp. 14-44, 2011. Available at SSRN: https://ssrn.com/abstract=2012783

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

Michael Song

Barclays Investment Bank ( email )

5 The North Colonnade
London, Canary Wharf E14 4BB
United Kingdom

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