Ivey Publishing

Product Details

Primacy: Global Design from India
Product Number:
Publication Date:
Revised Date:
11/08/2013 (Data)
18 pages (11 pages of text)
Product Type:
Case (Field)
AWARD WINNING CASE - Best case in the Innovation Management category, 2012 ISB-Ivey Global Case Competition. An Indian company was planning to set up a Global Design Competence Centre (GDCC) in India. The company offered scented candles and holiday and gift products primarily for the U.S. market. Through its two American subsidiaries, it made and sold its products to large American mass-merchandisers and independent retailers. In-house design capabilities also existed in the form of six teams across India and the United States. Through the GDCC, the company intended to use Indian designers in collaboration with U.S. designers to create products for the U.S. market. The case draws students into exploring possible strategies to set up the GDCC.
Learning Objective:
The case provides an opportunity to introduce and discuss the concept of global product development (GPD) and its related issues. Instructors can use this case in courses on product development (PD), operations strategy and global strategy to discuss the GPD process.
After discussion and analysis of this case, the students will be able to:
  • Appreciate GPD as an operational strategy in design-driven firms.
  • Discuss the existence of obvious as well as hidden costs/challenges of GPD.
  • Analyze why cultural difference constitutes an important factor in GPD decisions.
  • Explain why integration is necessary in GPD initiatives.
  • Appreciate the stage-wise process of the evolution of a firm’s GPD over time.
General Management/Strategy
India; United States, Large, 2012
Intended Audience:
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