Embed Size (px)
Citation preview
Chapter Fourteen
Developing New Products for Global
Markets
Copyright © Houghton Mifflin Company. All rights reserved. 14 - 2
Figure 14.1: Global Product Development Strategies
Copyright © Houghton Mifflin Company. All rights reserved. 14 - 3
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. 14 - 4
Global Product Strategies (cont’d)
Three Strategic Choices: – Extension, Adaptation, Invention
Copyright © Houghton Mifflin Company. All rights reserved. 14 - 5
Copyright © Houghton Mifflin Company. All rights reserved. 14 - 6
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. 14 - 7
Global Product Strategies (cont’d)
• Global Products
Copyright © Houghton Mifflin Company. All rights reserved. 14 - 8
Source: Reprinted with permission from the IMD Presentation, “Formulating a Product Strategy,” February, 1997. Copyright © 1997 IMD. Used by permission.
Figure 14.2: Selecting Opportunities for Global Products
Copyright © Houghton Mifflin Company. All rights reserved. 14 - 9
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. 14 - 10
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. 14 - 11
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. 14 - 12
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. 14 - 13
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. 14 - 14
Introducing New Products to Global Markets
• Concept Tests
• Test-Marketing
• Timing of New-Product Introductions
• Country Selection
