Organizational motivation and the global concurrent launch in markets with accelerated technology: a conceptual framework and research propositions

Abstract

By definition, a concurrent approach in the global market introduces a new product across a company’s global target market, ahead of competition. From the perspective of global consumer segments and theory of organizational motivation, this paper develops a conceptual model in explaining external and internal factors that influence corporate decisions in adopting a global concurrent launch. We submit that the adoption of a concurrent approach is affected by the following key factors: the emergence of global buyer segments; organizational fear of technological obsolescence; striving for success as an industry leader in product innovation. By extension, we conclude that a global concurrent launch sustains a firm’s brand equity.