Differences in New Product Development in Europe and Asia

Brem A, Wolfram P (2013)


Publication Language: English

Publication Type: Conference contribution, Conference Contribution

Publication year: 2013

Edited Volumes: Proceedings of the XXIV ISPIM Conference, Innovating in Global Markets: Challenges for Sustainable Growth

Conference Proceedings Title: The Proceedings of The XXIV ISPIM Conference - Innovating in Global Markets: Challenges for Sustainable Growth

Event location: Helsinki, Finland

ISBN: 978-952-265-421-2

Abstract

From research on Western new product development (NPD) practices a rich body of literature has emerged. However, the impact of country specific and cultural influences has not been examined yet. This study is a first attempt to identify differences in NPD practices between R&D subsidiaries in Germany, China and India within multinational companies. Data has been generated by qualitative interviews with Research and Development (R&D) executives in those countries across multiple cases. The study samples strategic, organizational and operational aspects indicates definite differences in process coordination, rewarding systems, the use of creativity techniques in NPD, market orientation and the average age of NPD teams. Other aspects like strategic targets, the management involvement, etc. show rather slight differences across the countries. Hence, findings suggest that while some aspects are universally applicable across cultural frontiers, Western companies have to understand different expectations regarding NPD in India and China by adjusting practices accordingly.

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How to cite

APA:

Brem, A., & Wolfram, P. (2013). Differences in New Product Development in Europe and Asia. In The International Society for Professional Innovation Management (ISPIM) (Eds.), The Proceedings of The XXIV ISPIM Conference - Innovating in Global Markets: Challenges for Sustainable Growth. Helsinki, Finland.

MLA:

Brem, Alexander, and Pierre Wolfram. "Differences in New Product Development in Europe and Asia." Proceedings of the The XXIV ISPIM Conference - Innovating in Global Markets: Challenges for Sustainable Growth, Helsinki, Finland Ed. The International Society for Professional Innovation Management (ISPIM), 2013.

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