Evaluation of team interaction patterns during NPD within European and Chinese contexts

Abstract

As companies struggle to develop new products for the global market, more firms are facing the need to access the most critical resource for New Product Development (NPD) ? people. This geographical dispersion means separation not only by time and distance, but also by cultural differences. One of the challenges in managing global teams is interaction. To enhance the understanding of the team-level drivers for successful global NPD, this research focuses on a comparison of the NPD team interaction between European and Chinese contexts, using a simulated NPD environment.