Dba8104 Trends Of Managing Assessment Answer

ASSIGNMENT TASK You are the new Director of Malaysia Airlines New Product Development & Innovation in your company’s headquarters (home country). The company has branches in several countries (host countries) Traditionally, all new product development has been done by staff in the home company, with the branches only been involved in the marketing and selling aspect of the new product in their respective countries. Concerns from the branches have been raised in the past over the lack of cooperation and communication over new product development which has resulted in many products lacking the design and features relevant to their markets. This has resulted in a less than enthusiastic effort by the branches in marketing the products locally, especially in the face of buyer resistance and competitor’s products that are often more suitable for their local markets. With the company about to begin to develop a new innovative product for its international market, you are determined that you will listen to the complaints of the past and develop a completely new product innovation pathway that will take into consideration international and multicultural engagement in the product development process. You are required to produce a business plan that would be very practical and would address in different stages, the various aspects of innovating, developing, delivering, and launching a product in cross-border, cross-cultural markets. As part of this plan, you will address the various aspects of cross-border managerial engagement, the relevant organisational mechanisms that will facilitate multicultural collaboration, change management challenges and leadership requirements.