A Study of the Determinants and Outcomes of International New Product Rollout Timeliness

• 발행기관: 한국통상정보학회
• 저자명: 이건봉(Keon-Bong Lee)
• 간행물 정보: 『통상정보연구』제12권 제4호, 303~325쪽, 전체 23쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

This study concerns the identification of INPR process (i.e., antecedents, timeliness in new product development (NPD) and international new product rollout (INPR) and consequences) for international new product performance. It was empirically tested by a Korean sample to verify the validity of the research framework. The results show that cross-functional integration exhibited a statistically significant and positive effect on NPD timeliness. For the rapid development of new products, evidence is mounting in favor of cross-functional integration that facilitates both the quick dissemination and utilization of information. A higher level of marketing synergy was positively associated with a higher level of NPD timeliness. These findings suggest that marketing synergy plays a key role in enhancing NPD timeliness in South Korean manufacturing companies. The results also indicate that HQ-subsidiary cooperation was positively related to INPR timeliness. More comprehensive and varied information flows between HQ and subsidiary are likely to achieve product competitive advantage and then the latter may lead to international new product launch timeliness. However, technology synergy has no significant influence on NPD timeliness, implying that Korean manufacturers’ managers do not recognize technology to be a major driving force, unlike Western manufacturers’ managers. The findings also indicate that the positive effects of timeliness in INPR on international new product performance. It is important note that successful achievements of international new product success are likely to rely on INPR timeliness. Importantly, the results found that products developed within planned time frames are more likely to be rolled out into multi-markets on-time, resulting in higher levels of performance than when NPD completion is delayed.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Conceptual model and Hypotheses

Ⅳ. Methodology

Ⅴ. Data analysis and results

Ⅵ. Discussion and Conclusions

References

Abstract

키워드

Cross-functional Integration HQ-subsidiary Cooperation International New Product Success Synergy Time Efficiency