Product architecture and product market internationalization: A conceptualization and extension

Burton, Nicholas, Nyuur, Richard, Amankwah-Amoah, Joseph, Sarpong, David and O'Regan, Nicholas (2020) Product architecture and product market internationalization: A conceptualization and extension. Strategic Change, 29 (1). pp. 47-55. ISSN 1086-1718

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Official URL: https://doi.org/10.1002/jsc.2309

Abstract

Designing a modular product architecture and corresponding organization design may enable firms to internationalize more effectively and efficiently. Open and closed, integrated, and modular product architectures may be associated with increasing product market and firm internationalization. We postulate that the more open and modular the product architecture, the easier product market internationalization becomes. We hypothesize that an open and modular product architecture may permit international product markets to become “components” within a strategy of “modular internationalization.”

Item Type: Article
Uncontrolled Keywords: Modularity, Internationalization, Product architecture, Entry Modes
Subjects: N100 Business studies
N500 Marketing
N900 Others in Business and Administrative studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 29 Jan 2020 12:07
Last Modified: 08 Sep 2020 15:30
URI: http://nrl.northumbria.ac.uk/id/eprint/41988

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