Internationalisation of new product development and research & development: Results from a multiple case study on companies with innovation processes in Germany and India

Brem A, Freitag F (2019)


Publication Type: Book chapter / Article in edited volumes

Publication year: 2019

Publisher: World Scientific Publishing Co. Pte Ltd

Edited Volumes: Managing Innovation: Internationalization Of Innovation

Series: Series on Technology Management

Pages Range: 27-58

DOI: 10.1142/9781786346551_0003

Abstract

A rich body of literature has emerged from research on Western new product development (NPD). However, the impact of country- and culture-specific influences on these processes has not been examined in detail yet. Hence, this study identifies the differences in NPD practices between the Indian and German research and development (R & D) subsidiaries of multinational companies (MNCs). Data have been generated by interviews with R & D executives in both countries across multiple cases. The study samples strategic, organisational, and operational aspects and indicates differences in process coordination, reward systems, NPD creativity techniques, market orientation, and the average age of NPD teams. Other aspects, such as top management support, the use of structured NPD processes, and the use of heterogeneous NPD teams, show no substantial differences between the countries. Our findings suggest that, while some aspects are universally applicable across cultural frontiers, Western companies must understand Indias different expectations regarding NPD and adjust their practices accordingly.

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How to cite

APA:

Brem, A., & Freitag, F. (2019). Internationalisation of new product development and research & development: Results from a multiple case study on companies with innovation processes in Germany and India. In Alexander Brem, Joe Tidd, Tugrul Daim (Eds.), Managing Innovation: Internationalization Of Innovation. (pp. 27-58). World Scientific Publishing Co. Pte Ltd.

MLA:

Brem, Alexander, and Florian Freitag. "Internationalisation of new product development and research & development: Results from a multiple case study on companies with innovation processes in Germany and India." Managing Innovation: Internationalization Of Innovation. Ed. Alexander Brem, Joe Tidd, Tugrul Daim, World Scientific Publishing Co. Pte Ltd, 2019. 27-58.

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