Chapter Fourteen Developing New Products for Global Markets
Copyright © Houghton Mifflin Company. All rights reserved Figure 14.1: Global Product Development Strategies
Copyright © Houghton Mifflin Company. All rights reserved Global Product Strategies Analytic Issues: Standardization Versus Adaptation –Product Function, or the Need Satisfied –Conditions of Product Use –Ability to Buy –Advantages of Product Standardization
Copyright © Houghton Mifflin Company. All rights reserved Global Product Strategies (cont’d) Three Strategic Choices: –Extension, Adaptation, Invention
Copyright © Houghton Mifflin Company. All rights reserved
Copyright © Houghton Mifflin Company. All rights reserved Global Product Strategies (cont’d) –Strategy One: Product Extension -- Communications Extension –Strategy Two: Product Extension -- Communications Adaptations –Strategy Three: Product Adaptation -- Communications Extension –Strategy Four: Product Adaptation -- Communications Adaptation –Strategy Five: Product Invention
Copyright © Houghton Mifflin Company. All rights reserved Global Product Strategies (cont’d) Global Products
Copyright © Houghton Mifflin Company. All rights reserved Source: Reprinted with permission from the IMD Presentation, “Formulating a Product Strategy,” February, Copyright © 1997 IMD. Used by permission. Figure 14.2: Selecting Opportunities for Global Products
Copyright © Houghton Mifflin Company. All rights reserved New-Product Development Processes for Global Markets The Organization of Head Office-Sponsored Research and Development Global Lead Markets and Research and Development
Copyright © Houghton Mifflin Company. All rights reserved Source: U.S. Commerce Department. Reprinted from the June, 1990, Issue of Business Week by special permission, copyright © 1990 by the McGraw-Hill Companies, Inc. Figure 14.3: How the United States Stacks Up in a Dozen Emerging Technologies
Copyright © Houghton Mifflin Company. All rights reserved New-Product Development for Global Markets (cont’d) The Role of Foreign Subsidiaries in Research and Development Purchasing Research and Development from Foreign Countries Acquisitions as a Route to New Products
Copyright © Houghton Mifflin Company. All rights reserved New-Product Development for Global Markets (cont’d) The Joint Venture Route to New-Product Development Alliances for New-Product Development The Consortium Approach
Copyright © Houghton Mifflin Company. All rights reserved Globalization of the Product Development Process New Organizational Forms Required Restructuring of the Development Process as a Whole
Copyright © Houghton Mifflin Company. All rights reserved Introducing New Products to Global Markets Concept Tests Test-Marketing Timing of New-Product Introductions Country Selection