Perceived external uncertainty, new product development, and the timeliness of international product launch: A commentary essay

New product launch is a critical stage of the innovation process, mainly because of the high risks and costs that it entails. Despite this importance, many scholars and managers consider the product launch the least well-managed phase of the entire innovation process. This commentary reflects on a recent empirical study (Lee and Wong, in press) on how to efficiently organize for, develop, and roll out new products internationally in markets characterized by varying degrees of competitive and technological uncertainty. The central premise of the study is that this external uncertainty requires innovating companies to match their product development approaches to the uncertain context in order to achieve on-time launch. Based on a discussion of this research, its merits and contributions, this essay suggests potential future research opportunities.