Construct · 1 fields · 1 citations

waterfall versus sprinkler strategy: a standalone construct

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Marketing

launching a new product in foreign markets one after another versus all at once, compared under competition and diffusion assumptions.

In marketing, waterfall versus sprinkler strategy refers to launching a new product in foreign markets one after another versus all at once, compared under competition and diffusion assumptions. This meaning comes from Kalish (1995) in International Journal of Research in Marketing.[1]

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Nearby constructs

diffusion6 fields · 12 citationsjingle · one name, six constructs product3 fields · 3 citationsjingle · one word, three constructs strategy4 fields · 4 citationsjingle · one word, four constructs

References

Kalish, S., Mahajan, V., & Muller, E. (1995). Waterfall and sprinkler new-product strategies in competitive global markets. International Journal of Research in Marketing, 12(2), 105-119. https://doi.org/10.1016/0167-8116(94)00008-c

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