Purpose: Prior studies on product standardization–adaptation in multinational corporations (MNCs) have revealed environmental factors that can influence the choices of MNCs. However, these studies have not shown how these choices are made behind the scenes in new product development (NPD). In...

For multinational corporations (MNCs), the product strategy regarding global standardization vs. local adaptation has long been regarded as a trade-off. In this study, we focus on the underlying logics, i.e. efficiency logic and market logic, which are competing under market demand...