New product development (NPD) in healthcare is of growing importance around the world, as the NPD cycle is progressively more global. Whether it’s tackling chronic diseases such as Alzheimer’s and related disorders, genetic research or health information technologies (HIT), NPD is being impacted by international, cross-cultural variations.
Product and service innovations generally have two stages: 1. idea generation, conceptualization and testing, and; 2. implementation, product development, market testing and launch. National cultures are recognized as having effects or impacts across the range of stages in NPD.
The role of country cultures across these stages in NPD – the development and deployment (selling and buying) of healthcare innovations – is also the subject of conceptual research. It’s now more clear than ever that it isn’t enough to have a great idea, and rely on this alone, to find the right financing, to bring the innovation to market and have the benefits realized. Successful outcomes require the champions to bridge the mediating effects of culture at each stage in NPD. These country-based cultural effects operate through the interactions between and among individuals and organizations in knowledge exploitation and exploration, as well as the brokering of selling and adoption of the innovation. In other words, to quote Peter Drucker, “Culture eats strategy for lunch.”
How these interactions become manifest depends upon the respective national cultures of the actors in the NPD development cycle. Entrepreneurs, investors, researchers, engineers, clinicians – everyone in the healthcare innovation & development supply chain can be affected wherever and whenever this supply chain crosses cultural borders.
NPD is among the topics being covered at the 1st European Patient Experience and Innovation Congress (EPIC) in Dubrovnik, Croatia. Join us to explore this and myriad other issues impacting innovation in healthcare, and the patient experience.
 Nakata, C., & Sivakumar, K. (1996) National culture and new product development: An integrative review. Journal of Marketing, 60(1), 61-72
 Sivakumar, K., and Roy, S. (2019) Global new product development: moderating role of national culture on the link between buyer-seller interactions and innovation outcomes. AMS Review 9:205-229.
 Hofestede, G.H., Hofstede, G.J. & Minkov, M., (2010) Cultures and organizations: Software of the mind: Intercultural cooperation and its importance for survival (3rd ed.). New York: McGraw-Hill