From the Special Issue Editors: Challenges and Opportunities in the Field of Global Product Launch Academic Article uri icon


  • A significant advancement in knowledge to understand global product launch along with new ideas and research directions can serve as the basis of new studies in future. Sequential global product launch costs less initially while allowing firms the time to adapt products for secondary markets and introducing the product into the primary markets instead. The Journal of Product Innovation Management also presents a range of global product launch topics tested via diverse methodologies providing unique insights into complex issues. The ability to influence consumers at both cognitive and affective level and allowing businesses to earn above-normal profit is the real value that is conveyed by a brand. Multinational corporations can also leverage innovation competencies across foreign R&D subsidiaries to enhance global product development and launch.

published proceedings

  • Journal of Product Innovation Management

author list (cited authors)

  • Calantone, R. J., & Griffith, D. A.

citation count

  • 9

complete list of authors

  • Calantone, Roger J||Griffith, David A

publication date

  • September 2007