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The Journal of Global Scholars of Marketing Science is pleased to announce an upcoming Special Issue on Global New Product Development.  The leading innovative firms spend about half of their R&D budget in foreign countries, and for a large consumer packaged goods firm or auto manufacturer, it is not at all uncommon for design, R&D, manufacturing, and marketing to occur at different subsidiaries around the world. The reason for this large investment is for the firm to be able to leverage new product development skills that reside in their subsidiaries. Ford, Apple, Ikea, and P&G are just a few examples of global firms that have had a remarkable track record of success developing, designing, testing, and launching products into the global marketplace. At these firms, design, R&D, and manufacturing may occur in different subsidiaries around the world, and successfully developing and launching a new product requires coordinating the ongoing efforts across several countries. 

The main objective of this special issue is to advance our understanding of new product development in the global context, as well as to develop a theoretical and managerial perspective on how best to leverage global capabilities in the new product development process. Topics will focus on, but are not limited to, the following:

·         How large firms with multiple global R&D or manufacturing sites organize their operations for efficient new product development (e.g., how do they decide which decisions are made globally while others are made at the regional or local level).

·         How firms with a global presence in the marketplace make strategic decisions in support of new products (segmentation, targeting, and positioning), and how they decide whether to adapt these positions to different global markets.

·         How firms with a global presence in the marketplace make tactical decisions in support of new products (advertising, pricing, distribution, logistics, etc.), and how they decide whether to adapt these positions to different global markets.

·         How firms coordinate the efforts of their global new product teams, what difficulties they face in managing these teams, and how they successfully overcome these difficulties.

·         How firms compete against firms in the development and launch of radically new products into the world market.

We encourage work that examines global new product development in combination with empirical data. However, conceptual manuscripts will also be considered. The editor of the special issue is Anthony Di Benedetto of Temple University. The deadline for submitting your paper proposal (1,000 words) is May 31, 2013. Invitations for submitting a full paper will be sent on June 30, 2013. The deadline for full papers is January 1, 2014. Proposal submissions in MSWORD format should be e-mailed to tonyd@temple.edu.

 

Journal of Global Scholars of Marketing Science Homepage:

 

C. Anthony Di Benedetto

Professor of Marketing and Supply Chain Management & Senior Washburn Research Fellow

Fox School of Business and Management

Alter Hall 523

Temple University

1801 Liacouras Walk
Philadelphia, PA 19122-6083

USA
Phone: (215) 204-8147

Fax: (215) 204-6237
E-mail: tonyd@temple.edu