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.

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The Processes of New Product Development Recentralization towards a Transnational Emphasis in Multinational Corporations

Journal of International Management ◽

10.1016/j.intman.2018.05.003 ◽

2019 ◽

Vol 25 (1) ◽

pp. 19-36 ◽

Cited By ~ 2

Author(s):

Yang Liu

Keyword(s):

Product Development ◽

Multinational Corporations ◽

New Product Development ◽

New Product

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Design of an artificial intelligence system for predicting success of new product development and selecting proper market-product strategy in the food industry

International Food and Agribusiness Management Review ◽

10.22434/ifamr2017.0033 ◽

2018 ◽

Vol 21 (7) ◽

pp. 847-864 ◽

Cited By ~ 5

Author(s):

Gholamreza Soltani-Fesaghandis ◽

Alireza Pooya

Keyword(s):

Artificial Intelligence ◽

Product Development ◽

New Product Development ◽

Food Industry ◽

New Product ◽

Research Literature ◽

Integrated System ◽

Product Strategy ◽

Inference System ◽

Market Product

Predicting the performance of the new product development and selecting the strategy in the case of new product development failure is an issue that has drawn the attention of the many managers. Therefore, the goal of this study is to design an integrated system of prediction of product development success and selection of a proper market-product strategy by the method of artificial intelligence in companies working in the food industry. The population of this study was 250 companies of the food industries in Iran. The inputs and outputs of the success of the new product development were obtained from the research literature. Moreover, Ansoff matrix was applied to select the market-product strategy. A questionnaire was used to collect the data in this study. The adaptive neural-fuzzy network method and the fuzzy inference system are used to analyze the data. The results show that the Chief Executive Officers of companies working in the food industry may take action to predict a new product development success before developing the new product and use alternative strategies if needed.

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