Product design strategy in the global firm

Abstract

Two dimensions to consider when deciding on a product design strategy are product design inputs and product design outputs. Product design inputs represent the number of markets that are consulted before an initial product is designed. Product design outputs represent the market(s) that the initial product(s) are actually designed for. The author examines the relationships between these dimensions and their impact on the product design strategy decision facing the global firm. Consideration is given to the forces driving a firm into a particular strategy and the tradeoffs involved in choosing a particular strategy.<>