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首页> 外文期刊>Journal of Business Research >Perceived external uncertainty, new product development, and the timeliness of international product launch: A commentary essay
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Perceived external uncertainty, new product development, and the timeliness of international product launch: A commentary essay

机译：感知到的外部不确定性，新产品开发和国际产品发布的及时性：评论文章

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摘要

New product launch is a critical stage of the innovation process, mainly because of the high risks and costs that it entails. Despite this importance, many scholars and managers consider the product launch the least well-managed phase of the entire innovation process. This commentary reflects on a recent empirical study (Lee and Wong, in press) on how to efficiently organize for, develop, and roll out new products internationally in markets characterized by varying degrees of competitive and technological uncertainty. The central premise of the study is that this external uncertainty requires innovating companies to match their product development approaches to the uncertain context in order to achieve on-time launch. Based on a discussion of this research, its merits and contributions, this essay suggests potential future research opportunities.
机译：新产品的发布是创新过程的关键阶段，主要是因为它带来了很高的风险和成本。尽管具有这种重要性，但许多学者和管理者认为产品启动是整个创新过程中管理最差的阶段。该评论反映了最近的一项实证研究（Lee和Wong，正在出版），该研究关于如何在竞争和技术不确定性程度不同的市场上有效地组织，开发和推出国际新产品。该研究的中心前提是，这种外部不确定性要求创新型公司将其产品开发方法与不确定性环境相匹配，以实现按时发布。在对这项研究及其优点和贡献进行讨论的基础上，本文提出了潜在的未来研究机会。

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