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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

International Market Selection: A Framework for Sequential Launches of New Medical Products


Author(s): Michael Latta

Citation: Michael Latta, (2017) "International Market Selection: A Framework for Sequential Launches of New Medical Products," Journal of Marketing Development and Competitiveness Vol. 11, Iss. 3, pp. 80-90

Article Type: Research paper

Publisher: North American Business Press

Abstract:

International medical technology business managers need country market intelligence when devising launch plans for new products. A market entry system has increasingly become a key issue for companies who compete globally. This paper describes development and application of a new measure of predisposition to adopt medical surgical technology innovations developed from Rogers diffusion of innovations theory. It was used with 1,824 surgeons from eight countries. Results show a rank order of country markets is possible with this new measurement system aiding development of an international roll-out plan for innovative medical surgical products that helps crossing the chasm and achieving success.