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This will result in an unsatisfactory grade for the work submitted or for the entire course. It may also result in academic dismissal from the University. BTM7103­8 John Halstead, PhD Research Design Assignment 1 Faculty Use Only 2 Introduction Theoretical perspective is one of the most important areas of any dissertation research project. As a researcher, the various types of relationships between theories as well as the methodologies behind the variables and causality. The purpose of this week’s paper is to develop the topic of the potential research study, identify the framework, and provide an overview of the type of study to be conducted. This study will be focused upon a qualitative study and will utilize the conceptual framework. The specific concept that will be analyzed is the global product launch. Global product launches are difficult by their very nature and can take on different implementation roles. To determine the best possible product launch strategy, a researcher must fully review each product launch type and steps towards implementation. With an analysis of the current product launch strategies in existence a revised launch can be developed. This week’s assignment provides an overall structure for the potential dissertation topic to be researched in the year to come. Problem Statement Global product launches are complex and difficult to understand. Some product launches are well­defined and utilize a formalized process while other launches are unstructured and adaptive to the specific product and/or location (Calantone & Griffith, 2007). The intended outcome of this study will develop a structure that will embrace a combination of both methodologies, more formalized and structured in the beginning throughout setup and unstructured and adaptive within the process to accommodate the individual product and location. 3 Green (2014) discussed the differences between conceptual and theoretical frameworks. The framework utilized for this study will be conceptual. As the overall definition is based upon concepts from various theories and findings rather than one theory alone. While studying product launches on a global basis may seem like a straight forward process, and assumptions can easily be made, this may be far from the truth. Researching and testing a commonsense concept may not be as straightforward as expected. This is due to the real world being much more complicated that our commonsense ideas (Cozby, 2012). Qualitative research is an approach utilized to understand a social or human problem. This approach allows researchers to make interpretations of the data once collected. The structure of the qualitative research approach is flexible and gives a way to provide meaning to data unlike the quantitative approach with is numbers driven (Creswell, 2013). Purpose Statement The overall purpose of this study is to identify the potential global product launch methods that exist and to develop a better way of launching products around the world. To understand first off how products are launched, the timelines of pre­and post launch advertising, and how each affects the success of a new product or service will provide an understanding. While current global companies utilize a variety of methods to launch their products, a known best strategy has not been fully realized. Research methods provide mixed results on preferences for standardized versus customized strategies (Bruce, Daly, & Kahn 2007). Once the various processes can be identified and evaluated, the next step is to develop an updated process that incorporates both a structured and flexible strategy to meet the needs of global marketers. By 4 identifying best practices, global marketers and business owners can easily move into a global market more quickly and effectively. Conceptual Framework This study will utilize a conceptual framework. The reason behind this choice is the ability to review the various concepts that allow current global product launches to be evaluated and more fully developed and providing a theory. Each of the ideas that are defined, also known as concepts will help a researcher to identify a theory (Ivey, 2015). By understanding the processes and the how­to behind a product launch, a new marketer or business owner can more easily find success. Research Questions The potential research questions within this study will be directed to current marketers in the global product launch environment. There are almost unlimited questions that could be asked when developing an ideal product launch format. Each of the questions developed will be directed towards U.S. as well as global business members. By reviewing strategies utilized by not only those developing businesses that were started in the U.S., but those around the world, a variety of perspectives will be evaluated. One of the major topics for study within this research project will be the effect of social media and how it impacts a global product launch. The questions will to be answered will identify the most effective means of social media to launch a product as well as the appropriate timelines for utilization. Timelines incorporated into a product launch, for pre­launch, launch, and post product launch will analyzed and reviewed for 5 effectiveness. Also, the differences and preferences between a structured launch and a flexible launch will be identified. After discovered which preferences are favored, an overall product launch structure can be built. Advantages and Disadvantages There will certainly be advantages and disadvantages to conducting research in the global environment. The advantages will include those areas that allow evaluations of individuals from a global marketplace, not only from the U.S. In addition, those variations in ideas and concepts can be utilized to form a preferred method by looking at a much larger picture. There also may be a significant number of disadvantages within this type of study. The individuals that would be interviewed or surveyed may be skewed due to the language barriers. While English is one of the primary languages spoken around the world, it may be a secondary language for targeted consumers. The language barrier itself may create a disconnect in the questions being asked as well as a limitation to those individuals willing to participate in the study. By only interviewing individuals that are U.S. or English based, a significant portion of the population may be left out. While language may be a significant barrier and disadvantage, another area that must be researched and discussed is the difference of launching a product globally in a developed versus a developing market. A developing market potentially has limited internet and online access. If this is the case, alternative marketing strategies must be utilized. Another area to consider is the perspective individuals have about a certain type of product or the associated marketing strategy. A developing country may find the concept of high tech gadgetry useless or impractical. A poor 6 country with an emerging market may not have the need for specialized espresso machines, but rather simplistic coffee makers that cheap to purchase, easy to use, and require little energy to utilize. At the same time the opposite may be true for fully developed markets such as the U.S. or Europe. This type of market allocates a niche that includes high tech, excessively expensive machine that brews coffee, heats milk and places designs in the completed product (Lee, Lin, Wong, & Calantone, 2011). Conclusion Theoretical perspective is one of the most important areas of any dissertation research project. As a researcher, the various types of relationships between theories as well as the methodologies behind the variables and causality. The purpose of this week’s paper is to develop the topic of the potential research study, identify the framework, and provide an overview of the type of study to be conducted. This study will be focused upon a qualitative study and will utilize the conceptual framework. The specific concept that will be analyzed is the global product launch. Global product launches are difficult by their very nature and can take on different implementation roles. To determine the best possible product launch strategy, a researcher must fully review each product launch type and steps towards implementation. With an analysis of the current product launch strategies in existence a revised launch can be developed. This week’s assignment provides an overall structure for the potential dissertation topic to be researched in the year to come. 7 References Bruce, M., Daly, L., & Kahn, K. B. (2007). Delineating design factors that influence the global product launch process. Journal of Product Innovation Management, 24(5), 456­470. doi:10.1111/j.1540­5885.2007.00263.x Calantone, R. J., & Griffith, D. A. (2007). From the special issue editors: challenges and opportunities in the field of global product launch. Journal of Product Innovation Management, 24(5), 414­418. doi:10.1111/j.1540­5885.2007.00260.x Cozby, P. C. (2012). Methods in behavioral research. Boston, MA McGraw Hill Higher Education Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches. 4th ed. Thousand Oaks, CA Sage Publications Green, H. E. (2014). Use of theoretical and conceptual frameworks in qualitative research. Nurse Researcher, 21(6), 34­38 5p. doi:10.7748/nr.21.6.34.e1252 Ivey, J. (2015). Demystifying Research. How Important Is a Conceptual Framework. Pediatric Nursing, 41(3), 145­153 9p Lee, Y., Lin, B., Wong, Y., & Calantone, R. J. (2011). Understanding and managing international product launch: a comparison between developed and emerging markets. Journal of Product Innovation Management, (s1), 104­120. doi:10.1111/j.1540­ 5885.2011.00864.x