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Organization of International Market Introduction: Can Cooperation between Central Units and Local Product Management Influence Success?

In: Managing Innovation Driven Companies

Author

Listed:
  • Antje Baumgarten
  • Cornelius Herstatt
  • Claudia Altobelli

Abstract

Developing consumer winning new products is quite a challenge for every company, but even more for a multi national corporation (MNC). To take advantage of synergies and cut costs they need to develop standardized new products that can be launched homogeneously in as many markets as possible. Executing its “path to growth programs” Unilever has reduced its number of brands tremendously and wants to focus solely on so called “leading brands” – strong brands which can be offered globally (Unilever, 2002). Following this strategy of developing standardized global products the organization of international market introduction is more and more centralized: for example, Unilever, Masterfoods, and GlaxoSmithKline have founded “skunk works.” These are separate units, usually in a different location, where a dedicated team is working centrally on innovation for the European or global market (Murphy, 2003). Once the product and the launch strategy are finalized, the central unit hands it over to the subsidiaries.

Suggested Citation

  • Antje Baumgarten & Cornelius Herstatt & Claudia Altobelli, 2011. "Organization of International Market Introduction: Can Cooperation between Central Units and Local Product Management Influence Success?," Palgrave Macmillan Books, in: Hugo Tschirky & Cornelius Herstatt & David Probert & Hans-Georg Gemuenden & Massimo G. Colombo & Tho (ed.), Managing Innovation Driven Companies, chapter 2, pages 37-55, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-30654-7_2
    DOI: 10.1057/9780230306547_2
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