CROSS-CULTURE INTEGRATION AND GLOBAL NEW PRODUCT DEVELOPMENT

The increasing globalization of businesses presents many challenges including the challenges of cultural integration and cross-cultural conflicts. Utilizing the seminal work of Nakata and Sivakuimar (1996) linking national culture and new product development, this paper further explores the challenges of cross-cultural integration and new product development offering an extension of their model integrating additional aspects of culture structure and their influences on new product development in the international arena.