UNDERSTANDING INTERNATIONAL PRODUCT STRATEGY IN MULTINATIONAL CORPORATIONS THROUGH NEW PRODUCT DEVELOPMENT APPROACHES AND EVOLUTION

Yang Liu () and Yongjiang Shi
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Yang Liu: Queen’s Management School, Queen’s University Belfast, Riddel Hall, 185 Stranmillis Road, Belfast, BT9 5EE, United Kingdom (UK)
Yongjiang Shi: #x2020;Institute for Manufacturing, University of Cambridge, 17 Charles Babbage Road, Cambridge, CB3 0FS, UK

International Journal of Innovation Management (ijim), 2017, vol. 21, issue 07, 1-23

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.

Keywords: Multinational corporations; global standardisation; local adaptation; new product development; platforms (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1142/S1363919617500578

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