Customization of product technology and international new product success: Mediating effects of new product development and rollout timeliness

Chryssochoidis, George M and Wong, Veronica (2000) Customization of product technology and international new product success: Mediating effects of new product development and rollout timeliness. Journal of Product Innovation Management, 17 (4). pp. 268-285. ISSN 0737-6782

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Abstract

Offering a standardized product for different country markets may enable companies to accomplish fast product development and multicountry rollout, whereas also enjoying substantial cost benefits. However, not all manufacturers serving multicountry markets can adopt a standardized product strategy. Where technological requirements, standards, and approval procedures vary substantially across countries, manufacturers invariably must adapt the product's technology to fit individual country requirements. Extensive customization may lend to longer new product development and rollout times and increase the likelihood of delays in the entire project, hence adversely affecting overall new product outcome.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Depositing User: Veronica Wong
Date Deposited: 06 Feb 2012 18:40
Last Modified: 02 May 2012 13:53
URI: http://sro.sussex.ac.uk/id/eprint/17672
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