. 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?