Understanding and Managing International Growth of New Products

International Journal of Research in Marketing, Vol. 21, No. 4 , December 2004

18 Pages Posted: 25 May 2006

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

S. Stremersch

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)

Abstract

Growth is one of the most compelling goals of managers today. This paper addresses the following questions about the international growth of new products in Europe: Does the pattern of growth differ across countries? If so, does culture or economics explain the differences? What are the implications of these results for new product strategy? The results show that the pattern of growth differs substantially across European countries. These differences are explained mostly by economic wealth and not by culture. The study addresses the implications of these results for: (a) the choice of a waterfall versus sprinkler strategy for the introduction of a new product; (b) the global versus local marketing of a new product; and (c) managing a firm's expectations about new product growth.

Keywords: New product growth, International marketing, International diffusion

Suggested Citation

Tellis, Gerard J. and Stremersch, Stefan, Understanding and Managing International Growth of New Products. International Journal of Research in Marketing, Vol. 21, No. 4 , December 2004. Available at SSRN: https://ssrn.com/abstract=904138

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Stefan Stremersch (Contact Author)

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands
+31 10 408 8719 (Phone)
+31 10 408 9160 (Fax)

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