@phdthesis{OrtizPortuguez2020,
  type      = {Master Thesis},
  author    = {Paula A. Ortiz-Portuguez},
  title     = {The impact of culture and operational CRM on new product development},
  journal    = {El impacto de la cultura y el CRM operacional en el desarrollo de nuevos productos. Ejemplos de PYMES de Vorarlberg y Costa Rica},
  doi       = {10.25924/opus-3733},
  pages     = {VII, 188},
  year      = {2020},
  abstract  = {This research seeks to explore the cultural impact in the development of a new product, and if operational CRM (CRM technologies) can bring these two concepts together. As an industrial designer, the researcher finds it fascinating to explore how the abilities that a designer uses can help to solve users' problems could be implemented into structural or strategic decision-making of a company. Therefore, the researcher believes that the results might bring value to the head of international teams in charge of Product Development, by bringing some ideas for what is essential to consider in these processes and how CRM could become a relevant tool to satisfy customers and users. This research generates value to international management and leadership studies because it brings the management of new product development from an organizational point of view within an international context to the forefront. It also builds an understanding of what to consider when the value chain is decentralized and involves international collaboration in product development processes. And positive elements and/or problems that may arise concerning culture and the role of the CRM within this process.},
  language  = {en}
}