PRODUCT‐DEVELOPMENT PROCESSES IN THE MULTINATIONAL FIRM
Ilkka A. Ronkainen
(Georgetown University, School of Business Administration Georgetown University, Washington, D.C. 20057. U.S.A.)
215
Abstract
A number of studies have assessed problems involved in introducing new products abroad and marketing them effectively on a global scale. This article focuses on the product‐development process and ways to make it multinational in scope. Data collected by interview from four industrial companies are used to discuss the means and objectives of multinational program management.
Citation
Ronkainen, I.A. (1983), "PRODUCT‐DEVELOPMENT PROCESSES IN THE MULTINATIONAL FIRM", International Marketing Review, Vol. 1 No. 2, pp. 57-65. https://doi.org/10.1108/eb008252
Publisher
:MCB UP Ltd
Copyright © 1983, MCB UP Limited