Publication Date

1997

Degree Name

Master of Arts (MA)

Abstract

Preface (excerpt): Imagine that you are part of a cross-functional team created specifically to bring your organization's two new products to market more quickly and effectively. You are asked to work with six other Research and Development, Marketing and Technical staff over the next nine months to research the product development process and recommend marketing strategies which will guarantee a sizable market share in the company's targeted geographical regions. Your team members are not only from different functional backgrounds, but each of you brings a different national cultural perspective to the process as well. Collectively, your group has members from Japan, Brazil, Belgium, the US, China, Mexico, and Hungary. You must develop strategic plans for marketing the product in North America, South America, Europe and East Asia.

Disciplines

Business Administration, Management, and Operations | International and Intercultural Communication

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