Acculturation of local new product development team members in MNC subsidiaries in Thailand

Abstract

Purpose

The purpose of this study is to explore the phenomenon of acculturation in new product development (NPD) teams in a multicultural working environment. This paper provides recommendations for multinational companies (MNCs) in dealing with problems among team members from different cultures.

Design/methodology/approach

Data were collected through 24 in‐depth interviews with local middle‐level managers (e.g. R&D, marketing managers) and expatriates working on NPD projects in MNC subsidiaries located in Thailand. A qualitative method was employed to explore and attain insightful information about the acculturation of local NPD members when working with expatriates.

Findings

Results show that local NPD team members may acculturate themselves to foreign work culture when they have regular contact with expatriates during the product development process. The acculturation may also affect the team performance and the relationship among team members. Cultural training programs for local NPD team members are recommended.

Research limitations/implications

Since this qualitative pilot research has a rather small sample size of cases, it limits the ability to generalize the findings. The findings from MNCs subsidiaries may not represent all other cultures of MNCs operating in Thailand.

Practical implications

The findings of this study significantly contribute to MNCs from North America and Asia that develop new products in Thailand. Cultural training programs and frequent and two‐way communications are suggested to increase the familiarity of local employees with the foreign work culture, to develop mutual objectives, and to promote shared interests among multicultural NPD team members.

Originality/value

This study extends the application of acculturation of local NPD team members within a multicultural setting, which has been rarely explored. Theoretically, the findings provide an in‐depth understanding of the local managers' acculturation pattern found in NPD teams. Also, it provides recommendations on how to support the local NPD team members more effectively in adopting critical values of the parent firm's culture so as to achieve NPD tasks facing less miscommunication and improving project performance.

Citation

Darawong, C. and Igel, B. (2012), "Acculturation of local new product development team members in MNC subsidiaries in Thailand", Asia Pacific Journal of Marketing and Logistics, Vol. 24 No. 3, pp. 351-371. https://doi.org/10.1108/13555851211237867