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augusti 02, 2003
Skandinaviska länder har kortast time-to-takeoff
Enligt European economies show dramatic differences in innovativeness, says O.R. study har de skandinaviska ländernas produkter den kortaste tiden från start till take-off. Detta tolkas i artikeln som att vi är mest innovativa. Tyvärr står det inget i artikeln om produkternas kvalitet eller hur bra det gått för produkterna efter lanseringen.
A study of 137 new product launches in 16 European countries shows the persistence of major regional disparity in the era of the European Union, according to an article in a journal of the Institute for Operations Research and the Management Sciences (INFORMS®)
De produkter som studerats var: refrigerators, washing machines, freezers, dishwashers, color televisions, dryers, VCR's computers, CD players, and microwave ovens.
"While we expected some differences, we were surprised by the size of the differences," the authors write. "We were also surprised by the fact that Scandinavian countries tend to have the shortest 'time-to-takeoff' of all European countries. In contrast, the large economies of Europe – France, Germany, Italy, Spain, and the United Kingdom -- turned out to be less "innovative" than the Scandinavian countries."
Några av slutsatserna i rapporten:
* 'Time-to-takeoff' for new products differs dramatically between countries (for example, 3.3 years for Denmark and 9.3 years for Portugal). On average, time-to-takeoff takes about half the time in Scandinavian countries (4 years) as it does in Mediterranean countries (7.4 years).
* Cultural factors partly explains these differences. In particular, the probability of takeoff increases in countries that place high in an index of achievement and industriousness and low in uncertainty avoidance.
* Sales of most new products display a distinct takeoff in various European countries, at an average of 6 years after introduction.
De finns även en rekommendation hur man introducerar nya produkter i Europa: Based on their research, the authors recommend that European marketers introduce new products first in a few countries, employing what is called a waterfall strategy, rather than in many countries at once, what marketing literature calls a sprinkler strategy.
Posted by hakank at augusti 2, 2003 09:34 FM Posted to Diverse