Understanding the Importance of the Length of Global Product Rollout: An Examination in the Motion Picture Industry
基于资源基础观和竞争力量视角，研究品牌资产、财务资源和竞争强度如何影响全球产品推广时长，以及推广时长对全球产品绩效的作用，发现更短的推广时长能提升绩效。
Employing the resource-based view of the firm and the competitive forces perspective, the authors examine how brand equity (star power, director power, and brand extensions), financial resources, and competitive intensity serve both as antecedents to the length of global product rollout and as moderators of the effect of length of global product rollout on global product performance. The results, based on data from the motion picture industry, demonstrate that brand equity, financial resources, and competitive intensity result in shorter global product rollout and that shorter global product rollout enhances global product performance. They also find that brand equity and financial resources operate as moderators, magnifying the effect of length of global product rollout on global product performance. Implications for international marketing academics and practitioners are presented.