Book Reference: Hill, C. W. L. (2021). International business: Competing in the global marketplace (13th ed.). McGraw-Hill Education. https://online.vitalsource.com/#/books/9781264123926
You work for a company that designs and manufactures personal computers. Your company’s research and development (R&D) center is in Michigan. The computers are manufactured under contract in Taiwan. The marketing strategy is delegated to the heads of three regional groups: a North American group (based in Chicago), a European group (based in Paris), and an Asian group (based in Singapore). Each regional group develops the marketing approach within its region.
In order of importance, the largest markets for your products are North America, Germany, Great Britain, China, and Australia. Your company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, costs are higher than projected, and market acceptance of new products is less than anticipated. What might be the source of these problems? How would you fix them?
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