Product launch is viewed as one of the most decisive aspects of the new product development process in determining success (Guiltinan 1999; Schoenherr and Swink 2015). Launch planning usually begins when the marketing strategy is developed (Stryker 1996). In today's competitive environment, most firms consider product development and launch
decisions within the context of their global strategic framework. Formally, global product launch refers to the introduction of new products to multiple international markets. As cost-cutting pressures and competitive environments have placed growing demands on domestic markets, firms have become increasingly motivated to pursue global product launch so as to drive growth (Bhalla 2013; Bstieler 2012; Lee et al. 2011; Stremersch and Tellis 2004).