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Thesis Defense

Cross-cultural Innovation
by

Viridiana Pineda

on 19 July 2013

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Transcript of Thesis Defense

Need for Understanding
Look for key success factors of global scale innovation in early stages
Immersion in the Topic
Innovation
Background
Results
Research Design
Qualitative Study
Top Down Approach
Theoretical & Empirical Studies
Thematic Analysis
One of the largest food manufacturer
Present in more than 200 countries
Business Case of PepsiCo International
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Study of the Key Success Factors in Early Stages of Innovation at a Global Scale
Source: FIRMA
PepsiCo recently created the Global Groups
More global?
Improve efficiency
Promote long
term growth
BIG CHALLENGE!
Develop big global strategies
Manage innovation projects at a Global scale
Traditional Innovation Strategies are not enough
Cross-cultural Consumer Research
For Starters
Creativity
Invention
Innovation
Types
Levels
WHY IS IT IMPORTANT FOR ORGANIZATIONS?
Step by Step
Methodologies Review
*Design Thinking
Overview
Globalization
Food &
Culture
Cultural
Models
Cross-cultural Marketing
Finding Commonalities
Internationalization
& Localization
There is a lack of in-depth research and appropriate methods to assist designers on how culture can be consciously integrated in product design (Onibere et al. 2001; Kotro and Pantzar, 2002).
Cultural Competence
Contributing Staff
4 Directors
4 Managers
1 Senior
Documentations
Observations
Semi-structured Interviews
Data Collection
Data Analysis
Case Study
Business Unit: Global
Groups
Innovation at a Global Scale
Global Consumers
Cross-Cultural
Collaboration
Success Factors
Resilience
Cultural
Competence
Effective
Communication
Global and local
Alignment
Consumer
Up-Front Work
Smart
Cross-cultural
Grouping
Technology
Flexibility
Conclusions
Global vs One Market -
NOT THE SAME!
Cultural Aspects -
NOT GIVEN FOR GRANTED!
The lack of these factors -

PREVENT INNOVATION & WASTE OF TIME AND RESOURCES!
Recommendations-
SET UP A HOMOGENEOUS MIND AND REVIEW COLLABORATIVE MODELS
Linear

Chaos
Stage Gate
Fuzzy Front End
Short-term
results

Cultural Factors
Important!
Project Leadership
TEAM PLAYERS
Insights
MARKETING
R&D
Finance
SUPPLY CHAIN
M
U
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T
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C
U
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T
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R
A
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O
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L
A
B
O
R
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I
O
N
Robert Cooper
Communication Gap
Speed of Information
Cross-cultural Decoding
CULTURAL COMPETENCE
Top Management
Good
Communication
Tools
“if you respect your market and understand and respect your consumer then you
can’t get it wrong (process innovation) but you can’t assume that consumers are the same everywhere.”(LR, 2013)

Consumer Differences Awareness
SOURCE: WVS, 2013
Finding
Commonalities
The company has developed
a good strategy for finding commonalities
Localization and Internationalization
Full transcript