Corporate Product Policy and Innovative Behavior of European and Japanese Multinationals: An Empirical Investigation
实证研究了欧洲和日本跨国公司的产品政策与产品及过程创新的关系，发现这些公司日益强调两者的战略重要性，并倾向于开发全球通用产品，为管理者提供了当前产品策略的洞察。
The author empirically examines the product policies of European and Japanese multinational firms in relation to product and process innovations. He also investigates linkages between corporate product policy and manufacturing strategy and their implications for product and process innovations in an era of global competition. These foreign multinational firms, in particular the Japanese firms, increasingly stress the simultaneous strategic importance of product and process innovations. Findings indicate that Levitt's argument for the development of a globally acceptable product has gained momentum among European and Japanese multinational firms that lead in product and process innovations. In a marketing context, it has become important for them to expand commonalities across national boundaries rather than focusing on customer differences based on nationalities. European and Japanese multinationals increasingly shape global competition and the findings afford managerial insights into their current product strategies.