International Market Selection: A Framework for Sequential Launches of New Medical Product

Abstract

International medical technology business managers need country market intelligence when devising launch plans for new products. A market entry system has increasingly become a key issue for companies who compete globally. This paper describes development and application of a new measure of predisposition to adopt medical surgical technology innovations developed from Rogers’ diffusion of innovations theory. It was used with 1,824 surgeons from eight countries. Results show a rank order of country markets is possible with this new measurement system aiding development of an international roll-out plan for innovative medical surgical products that helps crossing the chasm and achieving success.