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Everdingen, I.; Fok, D.; Stremersch, Stefan
A new study provides valuable input to managers to inform market entry decisions and manage expectations of global takeoff – that critical moment that signals mass adoption of a new product. Using a model to measure the time-to-takeoff of eight high-tech products across 55 countries, the authors find that the United States, Hong Kong, the U.K. and Switzerland are among the best countries when it comes to launching a new product.
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