search query: @journal_id 1394 / total: 186
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| Author: | Calantone, R.J. (et al.) |
| Title: | Internationalization and the dynamics of product adaptation - An empirical investigation |
| Journal: | Journal of Product Innovation Management
2004 : MAY, VOL. 21:3, p. 185-198 |
| Index terms: | Internationalization Products Markets Models Asia USA |
| Language: | eng |
| Abstract: | This study develops a model of the product adaptation (hereafter as: prod-adapt.) process. Using mail surveys, information is gathered from managers in 239 organizations (here as: orgs.) in the United States (U.S.) and 302 South Korean orgs., all of which export (here as: exp.) products. The goal was to understand better the motivation of firms to adapt their products (here as: adapt-prod.) for exp. markets as well as the performance implications of prod-adapt. In addition, the model was tested in these two countries to determine if the model is robust and to uncover differences btw. the U.S. and South Korea. Using structural equation modeling for data analysis, a positive association was found btw. the level of prod-adapt. and profitability at the project level. Second, U.S. firms appear to be more reactive when adapt-prod. for exp. markets, doing so when laws and regulations in the exp. market mandate changes relative to the U.S. market. Conversely, South Korean firms appear to be more proactive and to adapt-prod. even when not required by the governments of exp. markets. Third, greater international (here as: int.) prod-adapt. is linked to a more responsive marketing organization with customer-focused practices. Fourth, while a positive link was expected btw. business unit experience and the extent of int. prod-adapt., inconsistent results were found btw. the two country samples. For U.S. firms, it was found that greater experience in int. business and product design capability is linked to a higher level of int. prod-adapt. For South Korean firms, however, a negative relationship was found. Greater int. prod-adapt. occurred with less int. business and product design experience. |
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