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...

The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain-specific innovativeness (DSI) and general innovativeness (GI)) in a highly globalized product market (i.e. laptop computer) are related to two widely used demographics,...