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Internationalisation Of New Product Development And Research & Development: Results From A Multiple Case Study On Companies With Innovation Processes In Germany And India

Author

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  • ALEXANDER BREM

    (Mads Clausen Institute, University of Southern Denmark, Alsion 2, DK-6400, Sønderborg, Denmark)

  • FLORIAN FREITAG

    (School of Business and Economics, Friedrich-Alexander-Universität Erlangen-Nürnberg, Findelgasse 7/9, 90402 Nürenberg, Germany)

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.

Suggested Citation

  • Alexander Brem & Florian Freitag, 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 (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 19(01), pages 1-32.
    • Handle: RePEc:wsi:ijimxx:v:19:y:2015:i:01:n:s1363919615500103
    DOI: 10.1142/S1363919615500103
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    Cited by:

    1. Sascha Kraus & Alexander Brem & Miriam Schuessler & Felix Schuessler & Thomas Niemand, 2019. "Innovative Born Globals: Investigating the Influence of Their Business Models on International Performance," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation Internationalization of Innovation, chapter 11, pages 275-328, World Scientific Publishing Co. Pte. Ltd..
    2. 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.

    More about this item

    Keywords

    Innovation process; R&D Management; New Product Development; Internationalization; India; Germany; Emerging markets;
    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
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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