. You work for a company that designs and manufactures personal


computers. Your company’s R&D center is in Michigan. The computers


are manufactured under contract in Taiwan. Marketing strategy is


delegated to the heads of three regional groups: a North American group


(based in Chicago), a European group (based in Paris), and an Asian


group (based in Singapore). Each regional group develops the marketing


approach within its region. In order of importance, the largest markets


for your products are North America, Germany, Great Britain, China,


and Australia. Your company is experiencing problems in its product


development and commercialization process. Products are late to


market, the manufacturing quality is poor, costs are higher than


projected, and market acceptance of new products is less than hoped for.


What might be the source of these problems? How would you fix them?