Successful introduction of products into global markets: Factors that determine strategy choice

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

A selection of appropriate strategies is crucial to the chances of firms successfully launching new products into international markets. Consideration of different organizational and environmental factors can help ascertain whether to introduce offerings to different key markets in a sequential manner or take an alternative approach and target them all simultaneously.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2023), "Successful introduction of products into global markets: Factors that determine strategy choice", Strategic Direction, Vol. 39 No. 3, pp. 22-25. https://doi.org/10.1108/SD-01-2023-0008