Essay About Design Perspective And Global Launch

Global Launch
Global Launch
Preparing for and managing the global product launch process offers unique
challenges as each targeted country can pose unique differences across the design
categories of channel parameters, country mores, language and colloquialisms, and
technology infrastructure. Though not an exhaustive list, these have a predominant
influence on the global product launch process on a per-global-region basis. Using a
case-study methodology, this article draws on the global product launch experiences
of two firms, showing that such influences preclude use of a mass-marketing, standardization
approach. Though it appears that certain elements of global product
launch may be standardized for purposes of efficiencies, a global product launch
appears to require at least some degree of customization. Such thinking parallels a
design perspective, which mandates a tailoring of product and marketing mix to
encourage early acceptance within the intended global market. To suggest when
customization should be employed, four design categories of channel parameters—
country mores, language and colloquialisms, and technology infrastructure—appear
to have strong propensity to dictate customized design requirements for a worldwide
launch, where greater differences across these design categories would mandate
more customization toward each respective global region. Post hoc comments by
managers in the focal case studies support this and further delineate that these four
design factors necessitate keen consideration in the course of planning and enacting
activities during the global product launch process. The two cases studies especially
show that customized design decisions will likely pertain to launch schedule due to
local