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Customization of product technology and international new product success: Mediating effects of new product development and rollout timeliness
journal contribution
posted on 2023-06-07, 20:54 authored by George M Chryssochoidis, Veronica WongOffering 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.
History
Publication status
- Published
Journal
Journal of Product Innovation ManagementISSN
0737-6782Publisher
Wiley-BlackwellExternal DOI
Issue
4Volume
17Page range
268-285Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-02-06Usage metrics
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