Understanding the Importance of the Length of Global Product Rollout: An Examination in the Motion Picture Industry.

The article discusses a study on the significance of the length of global product rollout (GPR) in the U.S.motion picture industry using the resource-based view (RBV). Topics mentioned include the effects of brand equity, financial resources and competitive intensity on the length of GPR, and the inverse correlation between the length of GPR and GP performance. Also presented are the study's implications for international marketing academics and practitioners.