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Global Product R&D

Part 6. International Marketing

  1. Aysegul Özsomer

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06049

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Özsomer, A. 2010. Global Product R&D. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Koç University, Istanbul, Turkey

Publication History

  1. 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;
  • concentration;
  • coordination;
  • specialization;
  • R&D networks;
  • center of excellence