Managers are increasingly seeing the benefits of emerging countries as the next frontier for potential future growth prospects as mature markets become more saturated. As these markets are characterized by poor institutional supply chains, a lack of physical supply chain infrastructure, and a dearth of supply chain market intermediaries, launching products into them is exceedingly risky.According to the literature, acquiring country-specific resources and information is necessary to boost performance in these nations. However, a company's ability to coordinate its acquired supply chain resources and use supply chain capabilities to create customer value may be the key to improving product launch performance. In addition, how well a product launch performs may also be influenced by the supply chain knowledge (customer or supply knowledge) that is gathered.