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
Date Written: 2011
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.
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