publication . Other literature type . Article . Part of book or chapter of book . 2017

UNDERSTANDING INTERNATIONAL PRODUCT STRATEGY IN MULTINATIONAL CORPORATIONS THROUGH NEW PRODUCT DEVELOPMENT APPROACHES AND EVOLUTION

Yang Liu; Yongjiang Shi;
  • Published: 19 Sep 2017
  • Publisher: World Scientific Pub Co Pte Lt
  • Country: Bangladesh
Abstract
<jats:p> International product strategy regarding global standardisation and local adaptation is one of the challenges faced by multinational corporations (MNCs). Studies in this area have tested the antecedents and consequences of standardisation/adaptation, but lack a new product development (NPD) perspective. In this study, we explore how product standardisation/adaptation is determined in the NPD context. Through a qualitative case study of four MNCs, we found three NPD approaches: multi-local, adaptation-based and platform-based. We analysed the advantages and challenges of each approach. In addition, we reveal how the factors (development of information an...
Subjects
free text keywords: Management of Technology and Innovation, Strategy and Management, Business and International Management, Multinational corporation, Operations management, New product development, business.industry, business, Economics, Information and Communications Technology, Process management, Product strategy, Brand awareness, Marketing
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