Question 1: A US based multinational company designs and manufactures personal computers and operates in three continents: Asia, Australia and Europe. The computers are manufactured under contract in China. Marketing strategy is delegated to the heads of three regional groups: Asian group (based in Dubai), Australian group (based in Sydney), and a European group (based in London). Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your products are Germany, Great Britain, India and Australia. The company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, costs are higher than projected, and market acceptance of new products is less than hoped for. What might be the source of these problems? How would you fix them?
Question 1: A US based multinational company designs and manufactures personal computers and operates in three continents: Asia, Australia and Europe. The computers are manufactured under contract in China. Marketing strategy is delegated to the heads of three regional groups: Asian group (based in Dubai), Australian group (based in Sydney), and a European group (based in London). Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your products are Germany, Great Britain, India and Australia. The company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, costs are higher than projected, and market acceptance of new products is less than hoped for. What might be the source of these problems? How would you fix them?
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