Rolling Out New Products Across International Markets

Launching a new product into numerous countries is a major challenge for managers, particularly those who operate in industries with rapid technological change and high internationalization environments. This book focuses on the time dimension of international product launches using case studies from Japanese, US and UK firms such as Panasonic, Sony, Motorola and Nortel. Based upon empirical information the book provides insights into theory and better practice in this area.

GEORGE CHRYSSOCHOIDIS lectured for 9 years at Cardiff Business School, prior to joining the Agricultural University of Athens, Greece. He acted as advisor to the Greek Chancellor of the Exchequer for 3 years and is an expert in international marketing at the United Nations (UNCTAD).