Original paper
Emerging Market Footholds and Knowledge: An Examination of New Product Launch Performance
Abstract
As developed markets become more saturated, managers increasingly recognize the value of emerging markets as venues for growth opportunities. Yet, launching products into these markets is extremely risky due to weak institutional environments (e.g., lack of physical infrastructure), making success more uncertain. To alleviate this challenge, theory points to using emerging market footholds that yield market‐specific knowledge. However, it is...
Paper Details
Title
Emerging Market Footholds and Knowledge: An Examination of New Product Launch Performance
Published Date
Oct 9, 2019
Volume
41
Issue
1
Pages
31 - 53
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Notes
History