| Title | Building mutual trust in collaborative green NPD: Evidence from China's digital infrastructure |
|---|---|
| ID_Doc | 62235 |
| Authors | Yu, J; Chen, F; Guan, KX; Zhang, Y |
| Title | Building mutual trust in collaborative green NPD: Evidence from China's digital infrastructure |
| Year | 2021 |
| Published | |
| Abstract | The increasing green NPD (new product development) efforts in Asian markets gains increasing popularity among academic research and managerial practice. Given the prevailing knowledge about NPD collaboration drawing on traditional Western culture-centric approach, this study sets up a new analytical framework and investigates the dynamic trust-building mechanisms among multiple stakeholders in the collaborative green NPD process in China's national cultural context. Based on qualitative research using a longitudinal case study of China's digital infrastructure, three distinct collaborative green NPD phases including "innovation in peripheral components, incremental innovation in core components and radical innovation in core components" are identified. Besides, summaries of trust measures among suppliers, buying firms, and regulators are presented to open the black box of the antecedences and dynamics to facilitate the understanding of the truly complex nature of trust-building. During the phased collaborative green NPD processes, the role of China's national culture including "high degrees of power distance, low degrees of individualism, low degrees of uncertainty avoidance, high degrees of long-term orientation and high degrees of masculinity" is also discussed. |
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