The Effects of Localisation Decisions on New Product Superiority and Performance: Empirical Research on Consumer-Goods Subsidiaries
New products, while essential, are risky and expensive for subsidiaries. The main objective of this research is to determine success factors for new product launch (NPL) by subsidiaries operating in developing countries. It is argued that localisation of NPL decisions contributes positively to new...
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| Format: | Article |
| Language: | English |
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Universitas Indonesia
2009-06-01
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| Series: | Asean Marketing Journal |
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| Online Access: | http://journal.ui.ac.id/index.php/amj/article/view/1980 |