Chapter Fourteen Developing New Products for Global Markets.
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Transcript of Chapter Fourteen Developing New Products for Global Markets.
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Figure 14.1: Global Product Development Strategies
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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
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Global Product Strategies (cont’d)
Three Strategic Choices: – Extension, Adaptation, Invention
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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
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Global Product Strategies (cont’d)
• Global Products
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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
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New-Product Development Processes for Global Markets
• The Organization of Head Office-Sponsored Research and Development
• Global Lead Markets and Research and Development
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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
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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
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New-Product Development for Global Markets (cont’d)
• The Joint Venture Route to New-Product Development
• Alliances for New-Product Development
• The Consortium Approach
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Globalization of the Product Development Process
• New Organizational Forms Required
• Restructuring of the Development Process as a Whole