Venturing Abroad: Innovation by U.S. Multinationals

About the Book

Venturing Abroad could not have been written at a more opportune time. A major theme of the book is that, not only is innovation crucial for U.S. multinationals to survive competition abroad, but that such innovation is increasingly being effected in U.S. subsidiaries overseas following the lead of most Western European multinationals and, to a lesser degree, their Japanese counterparts. Another recurring theme in the book is that the nature of the innovation itself, be it incremental or breakthrough innovation, defensive versus proactive, is important in determining the ability to survive global competition. . . . Schuller has clearly addressed a crucial set of issues in international business, namely issues involving innovation process and the consequent competitive implications for multinational firms. Journal of International Business Studies

Venturing Abroad is a comprehensive, research-based analysis of how U.S. corporations are competing with foreign multinationals in the area of technological innovation. Based on the author's personal survey research and on extensive interviews with top management in major U.S. multinational firms, Venturing Abroad not only shows what corporations are doing in response to the competitive threat from abroad, but also suggests new, relatively untried strategies for dealing with it. Schuller shows how U.S. firms are beginning to respond to competitive pressures by infusing their overseas subsidiaries with an entrepreneurial spirit once reserved exclusively for U.S. markets. Further, he demonstrates, U.S. headquarters are relying on these subsidiaries to identify, direct, research, and develop innovations addressed to the specific needs and demands of the markets they serve. Schuller argues that the successful experience of large multinationals who have adopted this proactive strategy offers a wealth of lessons applicable to other firms in similar positions.

Table of Contents:

Introduction
Technology Monopoly, Competition Sources, and Market Orientation
Strategic Factors
The Movement from a Defensive to a Proactive Strategy
Control Systems for Innovation Abroad
Emergence of Organizational Entrepreneurs
Venturing Abroad: The Managerial Perspective
Appendix A: Notes on Author's Survey
Appendix B: List of U.S. Multinationals in Survey
Appendix C: Sample Survey Form Sent to 168 U.S. Multinationals
Bibliography
Index

About the Author :
FRANK CLAYTON SCHULLER is a Professor at the Amos Tuck School of Business Administration, Dartmouth College. He is the co-editor of Drawing the Line on Natural Gas Regulation (Quorum Books, 1987).

Review :
?. . . This book is highly recommended for any student or practitioner of international business. As predicted by Professor Schuller, the development of innovation in overseas subsidiaries will be integrated into the overall strategies of successful U.S. multinationals. Therefore, this book is important and its publication timely. The main contribution of this work lies in the empirical evidence on possible associations between firm characteristics and innovation. This should constitute an interesting material for students of U.S. multinationals' global investment decisions.?-The International Trade Journal ?Schuller effectively combines the findings of his survey and follow-up interviews about innovation strategies of the US multinationals with engaging discussions of international policy/strategy issues on innovativeness abroad. Thus the book goes beyond a survey report. Schuller addresseds three basic issues. The first, conditions motivating US multinationals to innovate abroad, and the second, characteristics that differentiate those who siccessfully innovate abroad from those who do not, are discussed in Section 1. The third issue, ways in which US multinationals may integrate innovation abroad into their overall strategies, is considered in Section 2. Section 1 covers international market structures as related to innovation and innovativeness, and the movement from defensive to proactive strategies of US multinationals. Section 2 provides an in-depth analysis of the changes necessary for a shift of emphasis from a defensive strategy to a proactive strategy by US multinationals. Extensive references and a bibliography increase the usefulness of the book for further research. Recommended for graduate libraries.?-Choice ." . . This book is highly recommended for any student or practitioner of international business. As predicted by Professor Schuller, the development of innovation in overseas subsidiaries will be integrated into the overall strategies of successful U.S. multinationals. Therefore, this book is important and its publication timely. The main contribution of this work lies in the empirical evidence on possible associations between firm characteristics and innovation. This should constitute an interesting material for students of U.S. multinationals' global investment decisions."-The International Trade Journal "Schuller effectively combines the findings of his survey and follow-up interviews about innovation strategies of the US multinationals with engaging discussions of international policy/strategy issues on innovativeness abroad. Thus the book goes beyond a survey report. Schuller addresseds three basic issues. The first, conditions motivating US multinationals to innovate abroad, and the second, characteristics that differentiate those who siccessfully innovate abroad from those who do not, are discussed in Section 1. The third issue, ways in which US multinationals may integrate innovation abroad into their overall strategies, is considered in Section 2. Section 1 covers international market structures as related to innovation and innovativeness, and the movement from defensive to proactive strategies of US multinationals. Section 2 provides an in-depth analysis of the changes necessary for a shift of emphasis from a defensive strategy to a proactive strategy by US multinationals. Extensive references and a bibliography increase the usefulness of the book for further research. Recommended for graduate libraries."-Choice