Helping Products Thrive: A global organizational perspective

HELPING PRODUCTS THRIVE: A GLOBAL PERSPECTIVEDutta Satadip

Guest lecture for the Organizational Innovation in Global Companies class at

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Customers

Organization

Culture

Markets

Industry

Economy

Products

Organization

Culture

Customers

new product introduction

product management people management product launches sales support

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organization

culture

customers

enter new

marketdevelop

new product

case study: new product introduction1.multiple development teams 2. complicated product3. different expertise levels4. low political leverage5. rapid go to market

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lessons learned

tactics

• listen listen listen

• never assume what you hear is correct

• remember local holidays

strategies

• understand –acknowledge – translate

• be genuinely interested – including politics

organization

culture

customers

case study: emerging product launches1. customer

expectations2. organizational

structure3. process maturity4. language barriers5. communication

styles

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lessons learned

tactics•recruit local trusted advisor•be prepared to be not included•cross geography collateral is a must

strategies•understand organizations before product•align with customers internal processes

skills to nurture

1. develop cultural empathy2. evaluate risk based on social

context3. neutralize your own value bias

dutta satadipdutta@mba.berkeley.edu

408.828.2413http://www.linkedin.com/in/duttas

Helping Products Thrive: A global organizational perspective

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