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Navigating Global Expansion: Strategies for Successful Product Launches

By: Saqib K.1
1University of Florida, USA.


This research explores the international expansion of new products in Europe, seeking answers to the following questions: Do growth patterns vary significantly across European countries? If so, are these differences driven by cultural or economic factors? What strategic implications do these findings have for new product development?

The results reveal substantial variations in growth patterns across European countries, primarily attributed to economic affluence rather than cultural differences. This study examines the implications of these findings on: (a) selecting a concentrated or dispersed approach for introducing new products; (b) adopting a global or localized marketing strategy for new products; and (c) managing expectations for new product growth within organizations.