Global Launch

Preparing for and managing the global product launch process offers unique

challenges as each targeted country can pose unique differences across the design

categories of channel parameters, country mores, language and colloquialisms, and

technology infrastructure. Though not an exhaustive list, these have a predominant

influence on the global product launch process on a per-global-region basis. Using a

case-study methodology, this article draws on the global product launch experiences

of two firms, showing that such influences preclude use of a mass-marketing, standardization

approach. Though it appears that certain elements of global product

launch may be standardized for purposes of efficiencies, a global product launch

appears to require at least some degree of customization. Such thinking parallels a

design perspective, which mandates a tailoring of product and marketing mix to

encourage early acceptance within the intended global market. To suggest when

customization should be employed, four design categories of channel parameters—

country mores, language and colloquialisms, and technology infrastructure—appear

to have strong propensity to dictate customized design requirements for a worldwide

launch, where greater differences across these design categories would mandate

more customization toward each respective global region. Post hoc comments by

managers in the focal case studies support this and further delineate that these four

design factors necessitate keen consideration in the course of planning and enacting

activities during the global product launch process. The two cases studies especially

show that customized design decisions will likely pertain to launch schedule due to

local