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 (2015)

Publication Language: English

Publication Type: Journal article

Publication year: 2015

Journal

International Journal of Innovation Management World Scientific Publishing

Publisher: Imperial College Press

Book Volume: 19

Pages Range: 1550010.1-1550010.32

Journal Issue: 1

DOI: 10.1142/S1363919615500103

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 India's different expectations regarding NPD and adjust their practices accordingly.

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 India's different expectations regarding NPD and adjust their practices accordingly.


Read More: http://www.worldscientific.com/doi/abs/10.1142/S1363919615500103

Authors with CRIS profile

Alexander Brem Lehrstuhl für Technologiemanagement

How to cite

APA:

Brem, A., & Freitag, F. (2015). Internationalisation of new product development and research & development: Results from a multiple case study on companies with innovation processes in Germany and India. International Journal of Innovation Management, 19(1), 1550010.1-1550010.32. https://doi.org/10.1142/S1363919615500103

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." International Journal of Innovation Management 19.1 (2015): 1550010.1-1550010.32.

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