Understanding global product launch process: Stages, standardization and influencing factors.

Abstract

Purpose – The purpose of this research study is to identify the stages of a global product launch process, its level of standardization and the factors influencing the launch process. Methodology/design/approach – Semi structured interviews were conducted, for this in-depth explanatory research, among 4 managers working in global companies.

Findings – The research provides an insight of what are the stages/phases of a global product launch process and further explains the influencing factors comprehensively and also guides when to customize a launch process.

Practical implications – A comprehensive understanding of the global product launch process and its decision making is compulsory for the organizations to develop and launch new products successfully. The research findings help organizations to develop, improve and better recognize a global product launch process, its standardization and influencing factors.

Originality/value – The research potentially contributes to the field of international business and represents a main gap in the extant global product launch process literature as well. Managers working with global product launch process can use the research results as a framework to better understand and address the challenges that companies face during the launch of new global products.