MKTG 467 Study Guide - Final Guide: New Product Development, Prestige Brands, Procter & Gamble
18 Dec 2016
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Document Summary
Rr6 - national culture and new product development: an integrative review. This article links new product development on one hand and national culture on the other. Successful new products help companies develop new markets. Each firm, whether consciously or not, chooses a culture. Refers to the relationship between the individual and the collectivity which prevails in a given society. High individualism people look after their own interests and those of their immediate family. Technical innovators rely on their scientific ingenuity and personal vision to originate and execute new concepts. Business innovators influence stems from senior management positions that enable them to identify opportunities and direct resources toward exploiting them. *** high degrees of individualism promote new product development during the initiation phase through the kind drive, nonconformity, and personal vision associated with product champions and key innovators. Low individualism (collectivism) hold group values and seek collective interests.
