Organizations are increasingly faced with the challenge of navigating a dynamic marketplace that demands a rapid time to market, customer-centric focus, and continuous innovation on a global scale.
The inability of geographically distributed teams to effectively share and communicate relevant market information between headquarters and local subsidiaries can result in a lack of product innovation, delayed product introductions, and reduced sales and market opportunities.
This presentation addresses the organizational mechanisms that enhance cross-cultural team interaction processes with the objective of creating and sharing knowledge that contributes to successful product introductions worldwide. In showing the interdependence of new product planning and execution, the presentation shows a collaborative framework that can help MNEs and managers effectively conceive and execute innovation strategies. Drawing from resource and knowledge-based views, this qualitative study involves interviews with 86 participating senior managers responsible for global product launches and cross-cultural teams at 32 MNEs based in Europe, Asia, and the US. The findings contribute to a conceptual model that identifies knowledge governance mechanisms for facilitating the conception and execution of global product innovation strategies