Internationalisation of New Product Development and Research & Development

Results from a Multiple Case Study on Companies with Innovation Processes in Germany and India

Alexander Brem, Florian Freitag

Research output: Chapter in Book/Report/Conference proceedingPreface/postscriptResearchpeer-review

Abstract

A rich body of literature has emerged from research on Western new product development (NPD). However, the impact of country- and culture-specific influences on these processes has not been examined in detail yet. Hence, this study identifies the differences in NPD practices between the Indian and German research and development (R&D) subsidiaries of multinational companies (MNCs). Data have been generated by interviews with R&D executives in both countries across multiple cases. The study samples strategic, organisational, and operational aspects and indicates differences in process coordination, reward systems, NPD creativity techniques, market orientation, and the average age of NPD teams. Other aspects, such as top management support, the use of structured NPD processes, and the use of heterogeneous NPD teams, show no substantial differences between the countries. Our findings suggest that, while some aspects are universally applicable across cultural frontiers, Western companies must understand Indias different expectations regarding NPD and adjust their practices accordingly.
Original languageEnglish
Title of host publicationManaging Innovation : Understanding and Motivating Crowds
EditorsAlexander Brem, Joe Tidd, Tugrul Daim
Place of PublicationLondon
PublisherWorld Scientific
Publication dateApr 2019
Pages27-57
Chapter2
ISBN (Print)9781786346483
ISBN (Electronic)9781786346490
DOIs
Publication statusPublished - Apr 2019
SeriesSeries on Technology Management
Volume34
ISSN0219-9823

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New product research
New product development
Internationalization
Multiple case study
Innovation process
Germany
India
New product development teams
Top management support
New product development process
Market orientation
Creativity
Multinational companies
Reward system
Subsidiaries

Cite this

Brem, A., & Freitag, F. (2019). Internationalisation of New Product Development and Research & Development: Results from a Multiple Case Study on Companies with Innovation Processes in Germany and India. In A. Brem, J. Tidd, & T. Daim (Eds.), Managing Innovation: Understanding and Motivating Crowds (pp. 27-57). London: World Scientific. Series on Technology Management, Vol.. 34 https://doi.org/10.1142/9781786346551_0003
Brem, Alexander ; Freitag, Florian. / Internationalisation of New Product Development and Research & Development : Results from a Multiple Case Study on Companies with Innovation Processes in Germany and India. Managing Innovation: Understanding and Motivating Crowds. editor / Alexander Brem ; Joe Tidd ; Tugrul Daim. London : World Scientific, 2019. pp. 27-57 (Series on Technology Management, Vol. 34).
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abstract = "A rich body of literature has emerged from research on Western new product development (NPD). However, the impact of country- and culture-specific influences on these processes has not been examined in detail yet. Hence, this study identifies the differences in NPD practices between the Indian and German research and development (R&D) subsidiaries of multinational companies (MNCs). Data have been generated by interviews with R&D executives in both countries across multiple cases. The study samples strategic, organisational, and operational aspects and indicates differences in process coordination, reward systems, NPD creativity techniques, market orientation, and the average age of NPD teams. Other aspects, such as top management support, the use of structured NPD processes, and the use of heterogeneous NPD teams, show no substantial differences between the countries. Our findings suggest that, while some aspects are universally applicable across cultural frontiers, Western companies must understand Indias different expectations regarding NPD and adjust their practices accordingly.",
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Brem, A & Freitag, F 2019, Internationalisation of New Product Development and Research & Development: Results from a Multiple Case Study on Companies with Innovation Processes in Germany and India. in A Brem, J Tidd & T Daim (eds), Managing Innovation: Understanding and Motivating Crowds. World Scientific, London, Series on Technology Management, vol. 34, pp. 27-57. https://doi.org/10.1142/9781786346551_0003

Internationalisation of New Product Development and Research & Development : Results from a Multiple Case Study on Companies with Innovation Processes in Germany and India. / Brem, Alexander; Freitag, Florian.

Managing Innovation: Understanding and Motivating Crowds. ed. / Alexander Brem; Joe Tidd; Tugrul Daim. London : World Scientific, 2019. p. 27-57 (Series on Technology Management, Vol. 34).

Research output: Chapter in Book/Report/Conference proceedingPreface/postscriptResearchpeer-review

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Brem A, Freitag F. Internationalisation of New Product Development and Research & Development: Results from a Multiple Case Study on Companies with Innovation Processes in Germany and India. In Brem A, Tidd J, Daim T, editors, Managing Innovation: Understanding and Motivating Crowds. London: World Scientific. 2019. p. 27-57. (Series on Technology Management, Vol. 34). https://doi.org/10.1142/9781786346551_0003