Expecting Marketing Activities and New Product Launch Execution to Be Different in the U.S. And China : An Empirical Study

Our model explores the effects of marketing and launch activity execution, launch timing, and nature of the product on performance, considering also the SBU's level of cross-functionl integration and market orientation, and levels of channel cooperation. We empirically test the model using new product managers from the U.S. and China, and generate insights into cross cultural differences in marketing conduct

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Year of publication:	2014
Authors:	Calantone, Roger ; Di Benedetto, Anthony ; Song, Michael
Publisher:	[S.l.] : SSRN
Subject:	USA \| United States \| China \| Produktentwicklung \| New product development \| Vergleich \| Comparison
Description of contents:	Abstract [papers.ssrn.com]

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Extent:	1 Online-Ressource
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: International Journal of China Marketing, Vol. 2, No. 1, pp. 14-44, 2011 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2011 erstellt Volltext nicht verfügbar
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014172392