You work for a company that designs and manufacturers personal computers. Your company’s R & D center is in North Dakota. The computers are manufactured under contract in Taiwan. Marketing strategy is delegated to the heads of three regional groups: A North American Group (based in Chicago), a European Group (based in Paris), and an Asian Group (based in Singapore). Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your products are North America, Germany, Great Britain, China, and Australia. Your Company is experiencing problems in it’s product development and commercialization process:
Products are late to market
The manufacturing quality is poor
Costs are higher than projected
Market acceptance of new products is less than hoped for
What might be the cause of these problems?
How would you fix them?