Since 2014
Developing and Marketing New Products in Multicultural Global Environment: Recognizing and Managing Risks
Journal of Management and Training for Industries
View Archive Info| Field | Value | |
| Title |
Developing and Marketing New Products in Multicultural Global Environment: Recognizing and Managing Risks
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| Creator |
Kivenzor, pp.1-26. Author: Gregory J; Rivier University
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| Subject |
Marketing; new product development; management; global cultures; cross-cultural research; business risk
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| Description |
The goal of this study is to help a multidisciplinary audience – product designers, engineers, business managers, marketers, etc. - better understand why the culture factor plays such an important role in contemporary marketing and why a development process of every new product – tangible or intangible – has to include cultural analysis of future customers. The paper reviews extant literature, discusses various concepts of cross-cultural research and bridges them with processes of development and marketing of innovative products. Analyses and research propositions consider sources of business risks and socio-economic costs of new product development and introduction to global markets. The study focuses on the challenges presented by the multicultural global environment related to differences in business ethics; negotiation styles; power of personal networks; and diversity of consumer needs and wants. Analysis of B2B, B2G and B2C markets is illustrated by examples from high tech and consumer goods industries.
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| Publisher |
The Institute of Industrial Applications Engineers, Japan
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| Contributor |
—
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| Date |
2015-04-01
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://www2.ia-engineers.org/JMTI/index.php/jmti/article/view/211
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| Source |
Journal of Management and Training for Industries; Vol 2, No 1
Journal of Management and Training for Industries; Vol 2, No 1 2188-2274 2188-8728 |
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| Language |
eng
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| Relation |
https://www2.ia-engineers.org/JMTI/index.php/jmti/article/view/211/18
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| Rights |
Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
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