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

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.