Antecedents of international new product rollout timeliness

Delays in product rollout can pose significant problems for international companies seeking to introduce new products across many countries. Although past research has identified several key drivers of international product rollout delays, our understanding of the interrelationships among external environmental, internal organizational, new product project and product‐specific factors remains limited. In spite of the critical importance of new products in sustaining firms’ competitiveness in both domestic and international markets, research into the antecedents of product rollout timeliness have, to date, been under‐explored. Here, poses a conceptual model that captures the antecedents of international new product rollout timeliness. The model explains the external and internal environmental drivers, the potential relationships among these, and impacts on rollout time efficiencies. Draws attention to the need for more research into what is considered a highly complex and challenging business activity – the management of new product development and launch in international markets.