International strategies for new product launches in the life sciences industry: legitimation in developed and emerging markets

Purpose This study examines the challenges that multinational enterprises (MNEs) in the life sciences industry face during international product launches. It aims to understand the specific challenges MNEs confront in different national contexts and how market environments influence the product launch process and the strategies used to gain acceptance in various markets. Design/methodology/approach A case-study approach is used, with 20 interviews with key employees from multiple sites and countries within one MNE involved in launching new products. The interviews were recorded, transcribed and supplemented by internal documents. Findings The study develops a framework that summarizes key factors influencing the launch process, including pricing sensitivity, product capabilities, brand awareness and regulatory environment. It also advances a typology that categorizes markets into four distinct quadrants based on price sensitivity and brand awareness, while incorporating the regulatory environment as a key contextual characteristic shaping legitimation strategies. Originality/value This research contributes to the literature by integrating legitimation and institutional theories with marketing theory to address new product launch. It offers a framework for understanding the factors at play and proposes a typology that focuses on the complexities of launching products across different market contexts, in the heavily regulated life sciences sector.