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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 paperpeer-review

Publication date5/06/2014
<mark>Original language</mark>English
Event2014 R&D Management Conference - Stuttgart, Germany
Duration: 3/06/20146/06/2014


Conference2014 R&D Management Conference


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’.