CALIFORNIA BUSINESS MINUTE
Product Development, Nations Rated
12-13-08
Hi, I am Tim Johnson and welcome to the California Business Minute.
A new study published in the September/October issue of the journal Marketing Science
entitled The Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences,
reveals the worlds most innovative countries, with Japan and the Nordic countries earning
top spots and the United States finishing in sixth.
The study, which evaluates 31 countries based on the time it takes for new products to takeoff,
is among the most comprehensive research of its kind. Wherever applicable, researchers analyzed
16 different product categories over a time span of 50 years.
The report was co-authored by Deepa Chandrasekaran, assistant professor of marketing at Lehigh
University, and Gerard J. Tellis, director of the Center for Global Innovation and professor of
marketing at the University of Southern Californias Marshall School of Business.
New products take off faster in Japan (5.4 years) than any other nation, closely followed by Norway
and its Nordic neighbors of Sweden, Netherlands and Denmark. The United States (6.2 years),
Switzerland and Austria ranked high, as well. The results also revealed that newly developed or
developing countries, like South Korea and Venezuela, saw faster product takeoff times than more
established Mediterranean nations with longer histories of industrialization.
The report illustrates that Japan, Norway, Sweden, Netherlands, and Denmark are the most
innovative, while India, Philippines, Indonesia, Vietnam and China were ranked lowest of the 31
surveyed countries.
Too bad they did not examine California.
I am Tim Johnson and this has been the California Business Minute.
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