P/M/626. Dissertation. Decision-making and strategies in global new product launch

The dissertation investigates the issues of a global new product launch (NPL) examining the factors behind making this decision and the link between managerial decisions and the product success. A literature review touches on the problems of a new product development, launching strategies, internationalisation, market entry modes, global marketing, standardisation, adaptation, etc. The steps in NPL decision-making are described offering a NPL conceptual model. Conclusions are made about the managerial implications of the secondary research findings.