The Implications for Host-Country and Home-Country Competitiveness of the Internationalisation of R&D and Innovation in Multinationals
The sources from which MNEs can create, develop and sustain competitiveness have widened, both geographically and institutionally, and new organisational practices are being evolved by these enterprises in order to use in an optimal manner the technological opportunities that are opening up to them on a global scale. These new technological opportunities can be seen as paralleling and complementing new priorities in marketing strategy, which in many industries requires extensive responsiveness to decentralised (national or regional) consumer demands, both for new products and for established products that more fully acknowledge differentiated tastes and other idiosyncratic and distinctive market characteristics and needs. This chapter reviews recent research which analyses and documents the emerging decentralised technology strategies in MNEs, in which their pursuit of global competitiveness seeks to harness to group needs the wide range of knowledge and research inputs available from the scientific communities of the various countries in which they have established subsidiaries, but at the same time also seeks to apply such new group-level knowledge in these countries in the most commercially-effective manner.
KeywordsEurope Marketing Agglomeration Decen Harness
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