Global Product R&D
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Özsomer, A. 2010. Global Product R&D. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
Global Product R&D refers to a firm's attempt to concentrate and coordinate its product-related R&D activities in a few countries. R&D activities are undertaken with a focus on multiple customer groups from multiple types of markets (e.g., advanced and emerging). Concentration enables a firm to benefit from the location advantages associated with different countries and coordination exploits cross-country synergies. A primary driver of global product R&D networks is differentiation and division of labor. Different centers work on different product projects or on different activities for the same project leading to increased specialization.
- global product R&D;
- location adavantages;
- R&D networks;
- center of excellence