Understanding International Product Strategy in Multinational Corporations through New Product Development Approaches and Evolution

Yang Liu, Yongjiang Shi

Research output: Contribution to journalArticle

5 Citations (Scopus)
1409 Downloads (Pure)

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.
Original languageEnglish
Article number1750057
Number of pages23
JournalInternational Journal of Innovation Management
Volume21
Issue number7
Early online date16 Mar 2017
DOIs
Publication statusPublished - Oct 2017

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