This effect is most pronounced in markets with slow growth and long product life cycles, but a company's performance is driven by product performance and development intensity even under other circumstances. However, the performance of companies with small market shares is driven more by their industry environment. Unfortunately, Martin Niederkofler from McKinsey and Company has not survived to see his article in print. His co-authors dedicate their work to his memory. Coordinating product rollouts across countries is complex.
Delays are always possible.
George Chryssochoidis and Veronica Wong interviewed managers in thirty countries to understand the pressures they face. These managers work in three different industries. Sequential introduction strategies appeared to be more troublesome than simultaneous ones. Products launched with timely rollouts were more successful than those experiencing delays. Reports of delays were frequent.