Method: We have conducted a qualitative research in order to provide inductive view of the relationship between theory and research, and develop deeper understanding of our empirical data. Second is to provide empirical framework in the field of global introduction of new product (the choice of waterfall or sprinkler strategy), which lacks in the earlier research and develop a deeper understanding. First objective of this study is to investigate Dells operation regarding to global introduction of new products such as segmentation approach, its influence on the choice of introduction strategy and efficiency of the strategy itself. Purpose: There are two objectives for this study.
Therefore, the manager must identify an optimal introduction strategy according to the conditions the firm faces. Even though a product itself has a fine features and functions, failure on the introduction and marketing operation can result an unsuccessful product. Authors:Akiko Yamamoto Alhagsvgen 48 145 59 Norsborg Stockholm Tel.: 0735054312 Tutor: Leif Sanner Title: Global introduction of new products Case Study of Dell Problem: In order to survive in the tough competition, firms face the difficult and vital challenge which is to introduce a new product into a global market efficiently. Hui Lin 830814-3406 Akiko Yamamoto 830611-4466 Bo Chen 820513-6289ĪbstractDate: Level: Bachelor thesis in Business Administration, 10 points. Global Introduction of New ProductsA Case Study of Dell Mlardalen University School of Business C-thesis in Business Administration 10 Points Tutor: Leif Sanner Autumn term 2006