عنوان مقاله
اصول طراحی پیمانه ای در برابر برنامه پذیری در طراحی محصولات در سطح بین المللی
فهرست مطالب
مقدمه
رشد و توسعه بین المللی محصول در MNC
روش ها و داده ها
یافته ها:رابطه متقابل خصوصیات پیمانه ای و برنامه پذیری
بحث
نتیجه گیری
بخشی از مقاله
شیوه متدلوژیکی:
پژوهش تجربی به شکل مطالعه موردی اکتشافی انجام گرفت. در میان بسیاری از کاربردهای این مطالعه، می توان به پزوهش مکانیسم های سببی اشاره کرد که به صروت منحنی باقی می مانند زیرا از برون هشته ها و استثناعات در جمعیت نه در اکثریت موارد استفاده می کنند. در میان تولید کنندگان نرم افزار اروپائی، SAP نه تنها Leviathan در نرم افزار استاندارد تبدلی شده و در این رده بندی همچنان به صورت منحصر به فرد باقی می ماند. اگر چه عوامل معددی به نفع تولید کنندگان نرم افزار آمریکا عمل می کنند، اما یکی از مهمترین آنها اندازه بازار داخلی به همراه صرفه جویی مقیاس در تولید نرم افزار می باشد.
کلمات کلیدی:
Modularity vs programmability in design of international products: Beyond the standardization–adaptation tradeoff? Mark Lehrer *, Michael Behnam Associate Professor of Management, Sawyer Business School, Suffolk University, 8 Ashburton Place, Boston, MA 02108-2770, United States KEYWORDS Design innovation; Modularity; Programmability; European market diversity; ERP software; Multinational corporations; SAP; Standardization– adaptation Summary This paper argues that design innovation constitutes an important means for multinational corporations (MNCs) to manage the standardization–adaptation dilemma in product development for international markets. Through design innovation MNCs can accommodate the heterogeneity of different national markets by building functional versatility into products. Two design principles are covered. First, the familiar design principle of modularity is reviewed along with its bearing on the standardization–adaptation dilemma. Second, the less familiar design principle of programmability is introduced. A historical case study on ERP (enterprise resource planning) software is presented, showing how one firm (SAP AG) used design innovation to serve internationally heterogeneous markets. The study also illustrates the interplay of these two principles; in essence, modularity helps reduce some of the complexity costs that arise from increasing levels of programmability in product design. ª 2009 Elsevier Ltd. All rights reserved. Introduction A central preoccupation of research on multinational corporations (MNCs) concerns the tension between the heterogeneous conditions of the MNCs markets on the demand side and the need for production efficiency on the supply side (Kotabe, 2003). Although producing and selling on a global scale can provide MNCs with supplyside economies, the diversity of national markets on the demand side – a consistent challenge for European firms – inherently interferes with production and marketing efficiency. Since the 1970s a major research paradigm has therefore centered on the standardization–adaptation tradeoff in product development for international markets (Rau and Preble, 1987; Samiee and Roth, 1992; Theodosiou and Leonidou, 2003). Notwithstanding proclamations that globalization would lead to worldwide standardization of products (Levitt, 1983), the more widely accepted view is that MNCs have to find the proper ‘‘balance’’ between standardization and adaptation in developing products for international markets (Subramanian and Hewett, 1993). In a related vein, Bartlett and
