Client profitability of diffusion segments across countries for multi-generational innovations: The influence of firm, market, and cross-national differences

• 成果类型: Article
• 署名作者: Sood, Ashish; Kumar, V.
• 署名单位: University of California System; University of California Riverside; University System of Georgia; Georgia State University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-018-0163-7
• 发表日期: 2018
• 页码: 1237-1262
• 关键词: profitability; new product adoption; successive product generation; developed and emerging countries; diffusion of innovation

摘要

There is scant research on the important managerial question of how to maximize returns on investments in either international business or international marketing literature. We propose and test a conceptual framework using data from a large technology manufacturer-service provider. Despite early adoption by innovators and early adopters, the early majority segment is most profitable. However, the late majority segment and the early adopters segment are the next most profitable in the developed and emerging countries, respectively. We propose a decision support framework incorporating cross-national distances on single-generation and multi-generation profitability for MNEs offering multi-generational products in multinational markets to be more profitable.