상품 및 서비스 혁신 : 국제신제품시판 시간효율성에 대한 본사-자회사간 협력의 영향에 관한 연구 = The Impact of HQ-subsidiary Cooperation on Time Efficiency in International Rollout

다국어 초록 (Multilingual Abstract)

This study examines the moderating effect of HQ-subsidiary cooperation on the relationships between standardization and on-time completion of new product development (NPD) and international new product rollout (INPR). It was empirically tested by a Korean sample to verify the validity of the research framework. The results show that the higher the HQ-subsidiary/agent cooperation, the stronger the effect of NPD timeliness on INPR timeliness. However, HQ-subsidiary cooperation does not moderate the relationship between standardization and INPR timeliness. Under conditions in which the subsidiary and headquarters have a positive relationship, open communications, and regular interactions, more successful new product development in terms of planned time schedule is strongly associated with a much faster introduction to overseas markets.

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