Sequential-simultaneous international rollout strategies and product performance: a framework for analysis

Abstract

This research article provides a detailed mapping of the paradigms of sequential and simultaneous international launch strategies through a review of the literature. The paper identifies significant patterns and limitations in past empirical studies. In brief, inadequate research efforts to comprehensively evaluate the performance of sequential versus simultaneous product launch strategies have left researchers and practitioners with very limited information for optimizing launch success. To fill the knowledge gap, a general contingency framework that links various internal and external organizational factors with potential impact on the launch strategy–performance relationship is introduced. Relevant research propositions are advanced to illustrate potential strategic-fit implications. The paper highlights major theoretical and methodological issues that are imperative for future empirical investigations.