Marketing variables when launching high-technology products into international markets : An empirical study on Finnish technology firms

Available online 18 March 2013 While much research has been directed at variables critical to successful R&D of new and high-technology products, much less work has been directed at factors crucial to success of these products when the firm attempts to enter the international marketplace. This study surveys Finnish technology firms and identifies those marketing method variables that are associated with successful versus unsuccessful attempts to enter the international marketplace. The rank order of importance of the different marketing methods will be presented. © 2013 Elsevier Inc. All rights reserved.