Strategy for Cultural Inclusion in New Product Development Processes: A New Zealand Study

Simple item page
dc.citation.issue4
dc.citation.volume8
dc.contributor.authorMathrani S
dc.contributor.authorIbrahim SDE
dc.date.accessioned2023-10-26T02:15:49Z
dc.date.accessioned2023-10-26T20:32:33Z
dc.date.available2022-12-15
dc.date.available2023-10-26T02:15:49Z
dc.date.available2023-10-26T20:32:33Z
dc.date.issued2022-12-15
dc.date.updated2023-10-24T01:10:05Z
dc.description.abstractCultural inclusion generates a positive impact by socially increasing pride for individuals or economically increasing a country’s global capital. Currently, in New Zealand (NZ), not many strategies exist that ensure inclusion of culture in new products introduced locally and globally. Further, cultural inclusion in products appears highly represented in the tourist markets, but not so much in the domestic markets. This paper examines the current NZ strategies for cultural inclusion in product development of different sized companies that supply locally and globally through three case studies and compares the findings with theoretical models used in other regions. Findings elaborate that NZ lacks in documented standardized strategies when it comes to cultural inclusion. A positive impact of having such a strategy is perceived by participating companies with a culture for open innovation to ensure they are following a process approach that can help include cultural aspects appropriately. Creating a unique position for the brand globally, increasing global capital and deeper connectivity, and increasing the understanding of culture were some key benefits identified. However, a few steps in the new product development process were found largely lacking in NZ firms, such as communication with cultural representatives and leaders. A cultural inclusion model is developed based on the study findings to include an open innovation culture that can help NZ companies be more inclusive in their design and establish a unique NZ market for generating positive impacts.
dc.description.confidentialfalse
dc.edition.editionDecember 2022
dc.identifier217
dc.identifierS2199853123001038
dc.identifier.citationMathrani S, Ibrahim SDE. (2022). Strategy for Cultural Inclusion in New Product Development Processes: A New Zealand Study. Journal of Open Innovation: Technology, Market, and Complexity. 8. 4.
dc.identifier.doi10.3390/joitmc8040217
dc.identifier.eissn2199-8531
dc.identifier.elements-typejournal-article
dc.identifier.issn2199-8531
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/68970
dc.languageEnglish
dc.publisherMDPI (Basel, Switzerland)
dc.publisher.urihttps://www.sciencedirect.com/science/article/pii/S2199853123001038
dc.relation.isPartOfJournal of Open Innovation: Technology, Market, and Complexity
dc.rights(c) 2022 The Author/sen_US
dc.rightsCC BYen_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en_US
dc.subjectcultural inclusion
dc.subjectnew product development
dc.subjectopen innovation
dc.subjectproduct design
dc.subjectstrategy
dc.titleStrategy for Cultural Inclusion in New Product Development Processes: A New Zealand Study
dc.typeJournal article
pubs.elements-id458774
pubs.organisational-groupOther
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
458774 PDF.pdf
Size:
3.9 MB
Format:
Adobe Portable Document Format
Description:
Download
Collections
Journal Articles