Country-Level Performance of New Experience Products in a Global Rollout: The Moderating Effects of Economic Wealth and National Culture

International marketing manager decisions pertaining to a new experience product's global rollout are critical to the product's country-level performance. Extending work on the lead–lag and success-breeds-success effects, the authors examine how the country-specific factors of economic wealth and national culture influence the effects of a new experience product's global rollout decisions (i.e., the time lag from initial lead country...