Understanding the Importance of the Length of Global Product Rollout: An Examination in the Motion Picture Industry
Abstract
Employing the resource-based view of the firm and the competitive forces perspective, the authors examine how brand equity (star power, director power, and brand extensions), financial resources, and competitive intensity serve both as antecedents to the length of global product rollout and as moderators of the effect of length of global product rollout on global product performance. The results, based on data from the motion picture industry,...
Paper Details
Title
Understanding the Importance of the Length of Global Product Rollout: An Examination in the Motion Picture Industry
Published Date
Dec 1, 2017
Volume
25
Issue
4
Pages
50 - 69
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