Figure 2
The diagram illustrates the data structure from the Gioia analysis regarding international new product launch. It is organized into four main columns: 1st order concepts, 2nd order themes, Aggregate dimensions, and Theoretical Dimension. The 1st order concepts include various challenges and considerations such as limited local marketing budgets, prioritization due to financial constraints, varying customer needs and expectations, difficulties in selling high-end products, and the price of new products. These concepts are grouped into 2nd order themes like affordability and budget limitations, perceived value and quality expectations, and variation in marketing communication strategy. These themes are further aggregated into dimensions such as price sensitivity and product capabilities, brand management and awareness, and regulatory environment. The Theoretical Dimension at the far right consolidates these into overarching strategies for legitimization.Data structure from the Gioia analysis regarding international new product launch. Source: Authors’ own work