Perceived external uncertainty, new product development, and the timeliness of international product launch: A commentary essay

New product launch is a critical stage of the innovation process, mainly because of the high risks and costs that it entails. Despite this importance, many scholars and managers consider the product launch the least well-managed phase of the entire innovation process. This commentary reflects on a recent empirical study (Lee and Wong, in press) on how to efficiently organize for, develop, and roll out new products internationally in markets...