Sequencing innovation rollout: Learning opportunity versus entry speed

Research summary Our article examines the deliberate creation of learning opportunities in global rollout innovations. Some firms launch only a subset markets at first, with later launches being conditional on debut-market performance. Such sequencing decreases downside potential innovation failure but increases competitive preemption. Consistent this trade-off, handset makers during feature-phone era sequence more often when innovations are novel. Also consistent is that seems to respond firms' past experience and preemption, it begins offering strong signals success failure—markets competing sophisticated consumers, respectively. findings contribute understanding entry strategy opens avenues for researching intentional organizational experimentation. Managerial Firms can decide whether little by or everywhere once. Trial allow test commercial viability react outcomes before rolling out elsewhere, risks competitors get their first. An immediate launch, contrast, reduces scope preemption costs failure. uses data from industry highlight conditions shape decisions examine debut sought trial launches. tend novel particular, prior misses as well flops influences preference. begin competition discerning indicating an initial prioritization over monetization. Opportunities experimentation market thus ought feature strategic considerations timing.