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Organizational motivation and the global concurrent launch in markets with accelerated technology: a conceptual framework and research propositions

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  • Li, Tiger
  • Nicholls, John A. F.
  • Roslow, Sydney

Abstract

By definition, a concurrent approach in the global market introduces a new product across a company's global target market, ahead of competition. From the perspective of global consumer segments and theory of organizational motivation, this paper develops a conceptual model in explaining external and internal factors that influence corporate decisions in adopting a global concurrent launch. We submit that the adoption of a concurrent approach is affected by the following key factors: the emergence of global buyer segments; organizational fear of technological obsolescence; striving for success as an industry leader in product innovation. By extension, we conclude that a global concurrent launch sustains a firm's brand equity.

Suggested Citation

  • Li, Tiger & Nicholls, John A. F. & Roslow, Sydney, 2003. "Organizational motivation and the global concurrent launch in markets with accelerated technology: a conceptual framework and research propositions," International Business Review, Elsevier, vol. 12(5), pages 563-579, October.
    • Handle: RePEc:eee:iburev:v:12:y:2003:i:5:p:563-579
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