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
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.