International Launch Strategies for Radical Product Innovations: Apple Watch As A Special Case
Open Access
- Author:
- Franklin, Kayla Victoria
- Area of Honors:
- Interdisciplinary in International Business and Marketing
- Degree:
- Bachelor of Science
- Document Type:
- Thesis
- Thesis Supervisors:
- Pelin Bicen, Thesis Supervisor
Kenneth Louie, Thesis Honors Advisor
Phylis M Mansfield, Faculty Reader - Keywords:
- marketing
international business
radical innovation
launch strategies
apple - Abstract:
- This thesis focuses on understanding how global companies launch radically new products in culturally diverse markets. This study used the Apple Watch as a case study to further understand the underlying reasons behind successful launch strategies. Three propositions were generated from the literature review to provide the conceptual framework of the research: (1) When launching a radical innovation in different countries, both the strategic and tactical launch decisions must be tailored to the needs and cultures of that country; (2) firms launching a radical product should use the Innovative New Product Launch strategy in their international product launch; and (3) it is imperative for a company to identify and understand its core competencies and intellectual product strategies for the successful product launch of a radical innovation both domestically and abroad. The research showed that the first proposition was not supported, implying that if managers are launching their radical innovations as luxury items, they may not need to tailor their products according to the cultures of the country, as luxury items appear to have a culture of their own. Propositions two and three supported the Apple Watch case, suggesting international marketing managers should use the Innovative New Product Launch approach, as it can create a foothold in the market for their product launching or creating launch strategies for a radical innovation. Additionally, managers and all employees working for the company must understand the core competencies of the firm, as they are what fuel the company and its products success. Overall, the findings of this study provide an initial step towards the foundation of the emerging literature on the role of international product launch strategies for radically innovative products. The research study ends with implications for global companies in launching radically new products.