Intellectual Contribution by Subin Im

Contribution Title

"A Cross-cultural New Product Development Study: Comparisons among firms in Korea, and Japan"

Publication

Journal of International Marketing

Co-author

Cheryl Nakata, Heungsoo Park, Yongwon Ha

Year

2003

Description

Firms in South Korea and Japan are designing and introducing new products to global markets, contributing to their strong export-led economic growth. To better understand how Korean and Japanese firms are succeeding, a study on new product development (NPD) was conducted. Product developers in both countries were surveyed about how strategic, organizational, and process factors influence new product performance (NPP). We learned that the determinants of NPP are inter-related, and central is the NPD process itself, namely initiation and implementation. These two stages directly determine NPP, though initiation appears to be more important. The stages are strengthened by factors such as customer orientation, cross-functional integration, and new product team proficiency; however, the effects are not uniform. While the model and hypotheses were largely supported, indicating they generally describe Korean and Japanese NPD, a few differences between countries were found.

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