Abstract
This study investigates how national culture affects the usage of digital technologies in new product development. Using the data from 651 companies collected in the 2021 Global PDMA Best Practice survey, we tested two major cultural models: 1) Hofstede and 2) World Values Survey focusing on artificial intelligence (AI). Then we focused on two key cultural factors from each cultural model; individualism and traditional values, to test their influences on the usage of digital technologies including AI, augmented reality (AR), virtual reality (VR), additive manufacturing, and simulation tools. Our results show that individualism enhances smart technology usage but not NPD performance. Surprisingly, traditional values hinder smart technology usage while that enhances NPD performance. This twisting relationship will be a hurdle for companies to adopt digital technologies.
| Original language | English |
|---|---|
| Publication date | 2023 |
| Number of pages | 13 |
| Publication status | Published - 2023 |
| Event | 2023 JPIM Research Forum - Hilton New Orleans Riverside, New Orleans, United States Duration: 16 Sept 2023 → 17 Sept 2023 https://www.pdma.org/page/annual-jpim-research-forum |
Conference
| Conference | 2023 JPIM Research Forum |
|---|---|
| Location | Hilton New Orleans Riverside |
| Country/Territory | United States |
| City | New Orleans |
| Period | 16/09/2023 → 17/09/2023 |
| Internet address |
Keywords
- National culture
- Adoption
- Digital technologies
- Individualism
- Secular values