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글로벌 시장과 신제품개발속도에 대한 연구Developing New Products for the Global Market: Does Speed to Market Matter?
- Other Titles
- Developing New Products for the Global Market: Does Speed to Market Matter?
- Issue Date
- 2021
- Publisher
- 한국국제경영학회
- Keywords
- Global new product development; new product speed; global marketing; marketing strategy; 글로벌 신제품개발; 신제품개발속도; 글로벌 마케팅; 마케팅 전략
- Citation
- 국제경영연구, v.32, no.2, pp.1 - 25
- Indexed
- KCI
- Journal Title
- 국제경영연구
- Volume
- 32
- Number
- 2
- Start Page
- 1
- End Page
- 25
- ISSN
- 1598-2718
- Abstract
- Previous research about new product speed has focused on the questions of how to develop and introduce new products in international markets, yet our understanding of this focal phenomenon has been very limited. This study attempts to expand the existing knowledge of the development and introduction of new products, typically gained from a single country perspective. By incorporating a global perspective, we suggest that firm characteristics- internationalization, firm size, product category- and market characteristics- market uncertainty, market similarity- explain the differences of new product speed. To empirically test our hypotheses, we conducted a survey of Korean manufacturers.
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