Launching new products in international markets: waterfall versus sprinkler strategy of Korean SMEs

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2022-12-20 DOI:10.1108/imr-05-2022-0106

H. Cho, Jong-Ho Lee, Insik Jeong

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引用次数: 2

Abstract

PurposeThe purpose of this study is to investigate an understudied topic—new product strategy in international markets. Specifically, this study aims to address the crucial role played by organizational characteristics and market characteristics in determining a firm's decision of adopting either a waterfall or a sprinkler product strategy for international markets.Design/methodology/approachThe empirical analysis was conducted using survey data collected from a sample of 171 Korean small and medium enterprises (SMEs). This study uses logistic regression analysis to test the relationships among organizational characteristics, market characteristics and a firm's international product strategy.FindingsThe empirical results suggest that firm characteristics, such as higher degree of internationalization, lead the firms to choose the sprinkler strategy. Moreover, this research finds that a firm's choice between the waterfall and the sprinkler strategy varies depending on market characteristics such as competitive intensity and market turbulence. The findings indicate that the sprinkler strategy is more optimal for use when firms operate under a high level of competitive intensity, whereas a waterfall strategy is more suitable for firms that encounter a high level of market turbulence in targeted foreign markets.Originality/valueThis research contributes to the international marketing literature by exploring the impact of organizational characteristics and market characteristics on a firm's new product strategy in international markets.

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在国际市场推出新产品:韩国中小企业的瀑布战略与洒水车战略

本研究的目的是探讨一个尚未被充分研究的主题-国际市场上的新产品策略。具体而言，本研究旨在解决组织特征和市场特征在决定公司采用瀑布或洒水产品战略的国际市场决策中所起的关键作用。设计/方法/方法实证分析采用从171家韩国中小企业(SMEs)样本中收集的调查数据进行。本研究运用逻辑回归分析检验组织特征、市场特征与企业国际化产品战略之间的关系。实证结果表明，企业国际化程度较高等企业特征导致企业选择洒水式战略。此外，本研究发现，企业在瀑布式策略和洒水式策略之间的选择取决于竞争强度和市场动荡等市场特征。研究结果表明，当企业在高竞争强度下运营时，喷淋策略更适合使用，而瀑布策略更适合在目标国外市场遇到高水平市场动荡的企业。原创性/价值本研究通过探索组织特征和市场特征对公司在国际市场上的新产品战略的影响，为国际营销文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.