organization to gear up for a successful world-wide effort. Third simultaneous worldwide
introduction solves the dilemma of having old models available in some markets while customers
are aware of the existence of the new product. Finally, a worldwide launch can provide added
publicity to benefit the marketer’s efforts.
If a product is to be launched globally (as opposed to a country-by-country approach), several
factors have to be ensured: first, the product development process should be changed to global
with involvement of all those who are eventually part of the launch. The local business climate of
every potential simultaneous launch site should be assessed to account for and adjust to
differences. Adequate consideration should be given to localization and translation requirements
before the launch. Internal education and motivation of the actual implementers in every market
is critical. An essential, but often overlooked, fact of a product launch is that the launch is
actually a beginning for a process rather than an end. This means that market acceptance of the
new product has to be reinforced.
Argue for and against the use of the corporate name in global branding.