Product strategies of European and Japanese multinational firms in the US market: an empirical investigation

A survey of US‐based European and Japanese multinational firms, examining: the similarities and differences in product strategies used by these firms, and the relationship of their product strategies to a product’s sales growth rate in the US market. Shows that Japanese multinational firms used a higher level of specific assets, transaction frequency, process innovation, and crucial component sourcing internally than their European competitors. Furthermore, a product’s sales growth rate was positively related to the degree of product innovation, process innovation, and crucial component sourcing internally.