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Understanding of large Far Eastern organizational cultures in approaches to new product development process: designing versus controlling

Research output: Contribution to conference - Without ISBN/ISSN Conference paper

Published
Publication date5/06/2014
Original languageEnglish
Event2014 R&D Management Conference - Stuttgart, Germany
Duration: 3/06/20146/06/2014

Conference

Conference2014 R&D Management Conference
CountryGermany
CityStuttgart
Period3/06/146/06/14

Abstract

This paper explores how approaches to new product design can differ nationally when examining large organizational cultures between the East and the West, especially looking at different approaches in the context of ‘openness’. Currently, approaches to new product development in digital landscape have shifted to evolutionary perspectives, which embrace an ‘open’ context in the design process – ‘designing’, rather than single hierarchical and closed strategy for efficiency- ‘controlling’. This paper highlights that NPD process in Far Eastern Asia’s organizational cultures have been underlined in single hierarchical organizational cultures resulting in engineered product design under ‘controlling’, rather than ‘designing’.