Within Europe, the UK is the most suitable country in which to commence a sequential rollout strategy for major new product introductions. In the UK, the segment of innovators (early adopters) is 24% compared with only 15% in France and 9% in Spain. Among all large European countries, the UK is the only country that is not hurt by the fact that the product has not been introduced elsewhere.
Private Label Strategy, How to Meet the Store Brand Strategy
Harvard Business School Press
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That I'd like to challenge.
As the article says, the UK is very different from continental Europe.
Thus, what works in the UK says very little about the potential in the rest of the EU.
Hi, thanks for comment - wasn't sure anyone ever reads this stuff....The quote's from a book about private label strategy written from an american perspective. So I guess if you're an American multinational looking to launch in Europe the UK would look like the best bet... having said that the authors quote "Econonomic Game theory, as well as our own empirical research" to demonstrate that radical innovations should be introduced in countries with relatively high proportion of innovative customers. So it's not that success in the UK guarantees European success, just that it's the best place to start a potential roll out
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