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Organisation of new product development in Asia and Europe: results from Western multinationals R&D sites in Germany, India, and China

Author

Listed:
  • Alexander Brem

    (University of Southern Denmark)

  • Pierre Wolfram

    (Friedrich-Alexander-Universität Erlangen-Nürnberg)

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 in this context yet. This study is a first attempt to identify differences in NPD practices between Research and Development (R&D) subsidiaries in Germany, China and India within multinational companies. Data has been generated by qualitative interviews with 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, 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.

Suggested Citation

  • Alexander Brem & Pierre Wolfram, 2017. "Organisation of new product development in Asia and Europe: results from Western multinationals R&D sites in Germany, India, and China," Review of Managerial Science, Springer, vol. 11(1), pages 159-190, January.
    • Handle: RePEc:spr:rvmgts:v:11:y:2017:i:1:d:10.1007_s11846-015-0183-7
    DOI: 10.1007/s11846-015-0183-7
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    Cited by:

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    2. Huei-Ting Tsai & Chung-Lin Tsai, 2022. "The influence of the five cardinal values of confucianism on firm performance," Review of Managerial Science, Springer, vol. 16(2), pages 429-458, February.
    3. Arslan, Ahmad & Haapanen, Lauri & Ahokangas, Petri & Naughton, Sean, 2021. "Multicultural R&D team operations in high-tech SMEs: Role of team task environment and individual team members’ personal experiences," Journal of Business Research, Elsevier, vol. 128(C), pages 661-672.
    4. Leung, T.Y. & Sharma, Piyush, 2021. "Differences in the impact of R&D intensity and R&D internationalization on firm performance – Mediating role of innovation performance," Journal of Business Research, Elsevier, vol. 131(C), pages 81-91.
    5. Nivedita Agarwal & Alexander Brem & Sanjeet Dwivedi, 2019. "Frugal And Reverse Innovation For Harnessing The Business Potential Of Emerging Markets — The Case Of A Danish Mnc," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(01), pages 1-15, February.

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    More about this item

    Keywords

    New product development (NPD); Research and Development (R&D); Culture; Developing markets; Developed markets; Case study;
    All these keywords.

    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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