The best research available on this topic finds that firms with a global new product programs. Having a global innovation culture means that a firm is open to global markets, mindful of differences in customer needs and preferences, and respectful of different national cultural and business environments. Firms with such a corporate culture are able to recognize the specialized sills, resources, and ideas they possess in different subsidiaries around the world. In fact, at these firm, all operations and strategies (not just new product development)
Are defined in terms of the realities of the international market. A firm with a global innovation culture is better at integrating its global knowledge, can better manage the R&D tasks associated with the new products process, and has an advantage in implementing global launches. All of these factors contribute to improved global new product petformance. Throughout this book, you well see examples of firms that practice innovation on a globai basis, which includes managing virtual and highly diverse global product