Guest editorial: research in international new product development – current understanding and future imperatives

Abstract

Successful new product and service development increasingly relies on the ability to adopt an international perspective, throughout the development process itself, and by targeting international or global markets, rather than simply serving domestic customers. Yet, although there exists an impressive body of research concerning the management of new product development, the evidence base with respect to international (or global) new product development practices and management is largely in its infancy, and is, at best, fragmented. This guest editorial provides a synopsis of the main research streams in the broad field of international new product development, highlighting major gaps in current knowledge and understanding. The special issue is a modest attempt at tapping current thoughts and research investigations in this critical area, seeking, also, to stimulate much‐needed debate and further research. One article examines whether international diversity is positively associated with new product development performance. Two articles tackle the role that national culture plays in influencing consumer acceptance of new products (technology) on the one hand, and firms’ global new product development approach on the other. A final article investigates technology transfer as a special case of new technology adoption in developing markets.

Citation

Perks, H. and Wong, V. (2003), "Guest editorial: research in international new product development – current understanding and future imperatives", International Marketing Review, Vol. 20 No. 4, pp. 344-352. https://doi.org/10.1108/02651330310485135