Klingebiel, Ronald; Joseph, John; Machoba, Valerie - In: Strategic Management Journal 43 (2022) 9, pp. 1763-1792
Our article examines the deliberate creation of learning opportunities in the global rollout of innovations. Some firms launch in only a subset of markets at first, with later launches being conditional on debut‐market performance. Such sequencing decreases the downside of potential innovation...