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Understanding international product strategy in multinational corporations through new product development approaches and evolution

Understanding international product strategy in multinational corporations through new product development approaches and evolution
Understanding international product strategy in multinational corporations through new product development approaches and evolution
International product strategy regarding global standardisation and local adaptation is one of the challenges faced by multinational corporations (MNCs). Studies in this area have tested the antecedents and consequences of standardisation/adaptation, but lack a new product development (NPD) perspective. In this study, we explore how product standardisation/adaptation is determined in the NPD context. Through a qualitative case study of four MNCs, we found three NPD approaches: multi-local, adaptation-based and platform-based. We analysed the advantages and challenges of each approach. In addition, we reveal how the factors (development of information and communication technology, competition pressure, brand awareness and technical capability) could influence the choice of a certain NPD approach. We draw implications on the paths to ensuring full leveraging of the benefits of a platform-based approach.
1750057
Liu, Yang
77b48647-5646-4aec-8c3d-cc9d9bd02f4e
Shi, Yongjiang
b9cfbaee-dff4-4c26-be7c-cea3fca67eb0
Liu, Yang
77b48647-5646-4aec-8c3d-cc9d9bd02f4e
Shi, Yongjiang
b9cfbaee-dff4-4c26-be7c-cea3fca67eb0

Liu, Yang and Shi, Yongjiang (2017) Understanding international product strategy in multinational corporations through new product development approaches and evolution. International Journal of Innovation Management, 21 (07), 1750057. (doi:10.1142/S1363919617500578).

Record type: Article

Abstract

International product strategy regarding global standardisation and local adaptation is one of the challenges faced by multinational corporations (MNCs). Studies in this area have tested the antecedents and consequences of standardisation/adaptation, but lack a new product development (NPD) perspective. In this study, we explore how product standardisation/adaptation is determined in the NPD context. Through a qualitative case study of four MNCs, we found three NPD approaches: multi-local, adaptation-based and platform-based. We analysed the advantages and challenges of each approach. In addition, we reveal how the factors (development of information and communication technology, competition pressure, brand awareness and technical capability) could influence the choice of a certain NPD approach. We draw implications on the paths to ensuring full leveraging of the benefits of a platform-based approach.

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More information

Accepted/In Press date: 10 February 2017
Published date: 16 March 2017

Identifiers

Local EPrints ID: 455884
URI: http://eprints.soton.ac.uk/id/eprint/455884
PURE UUID: ff95fb80-2aa6-455f-9e81-67f41f3f8da2
ORCID for Yang Liu: ORCID iD orcid.org/0000-0002-9540-9719

Catalogue record

Date deposited: 07 Apr 2022 16:45
Last modified: 08 Apr 2022 02:01

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Contributors

Author: Yang Liu ORCID iD
Author: Yongjiang Shi

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