R&D in Sweden and manufacturing in China: a study of communication challenges

Purpose - The purpose of this paper is to explore communication challenges related to geographic distance, with emphasis on differences in national culture and language between R&D and manufacturing engineers, in a development project faced with uncertainty and equivocality. Design/methodology/approach - The results originate from a longitudinal single-case study of a commercial product development project. Findings - Three communication challenges are identified: clarity of shared information, intention to share information, and responsiveness to information received. The challenges are strongly associated with differences in national culture and language. The study also indicates that the communication challenges cannot only be handled by the use of rich communication media, but also by employment of communication media of low richness such as e-mails or "picture books". Research limitations/implications - The single-case study approach limits the ability to generalize the findings. Future research should thus focus on additional studies of geographically separated R&D and manufacturing. Originality/value - The results from the study provide important insights for the management of product development in geographically dispersed settings. The findings emphasize the need to consider potential differences in national culture and language within a product development team. Acknowledging these differences and managing them properly can support efficiency of product development projects.