Introducing a new product in one region or country is a complex enough affair. Imagine the difficulties when the launch extends to international markets. This book looks at data from an empirically-based study that focused on the causes of delays in multicountry rollouts. Main trouble spots included poor communications between HQ and country-markets, lack of customer familiarity with the product, and inefficiency in the product development process. To help improve those practices, author Chryssochoidis, a lecturer in marketing at Cardiff Business School, University of Wales, employs case studies on companies including Sony, Motorola, and Panasonic. A chapter is devoted to revisiting the issues and findings of the study five years after its completion. [HBS Working Knowledge Annotation]
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