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Die späten Innovationsphasen - zur Bedeutung der Zusammenarbeit zwischen zentralem und lokalem Produktmanagement : Ergebnisse einer Untersuchung in der Konsumgüterindustrie
Citation Link: https://doi.org/10.15480/882.49
Publikationstyp
Working Paper
Date Issued
2005
Sprache
German
Author(s)
TORE-DOI
First published in
Working paper // Technologie- und Innovationsmanagement, Technische Universität Hamburg-Harburg = Arbeitspapier;31
Number in series
31
Our research describes the cooperation between central organizational units and local product management in international product introductions of consumer goods. It is based on the assumption that the process of international product introductions today is highly standardized and centralized. We report the results of a survey in the consumer goods industry. These show that the international market introduction is primarily initiated and led by a regional or global product management. Innovation departments and lead countries play a minor role. From the perspective of the local product management the cooperation with the central department is evaluated overall as positive – opposite to often described interface-, acceptance- and motivation problems. But the cooperation could be improved: information transfer with the local product management should be increased and the local market differences should be taken much more into account.
Subjects
product management
product introductions
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