The global innovation process in multinational health devices manufacturers: how does the presence in emerging markets affect this process

Nowadays, management theories are well-known by multinational companies. In the medical device industry, organizational frameworks are expected to boost innovation while complying with several regulatory standards. This study provides an overview of the innovation process of multinational manufacturers and how they correlate their strategy with operations in emerging countries, which are usually designed for operational purposes. Theories are abundant but not always represented in real life. This study’s main objective is to validate innovation concepts and international management theory combined in the medical device industry. Also, to comprehend how emerging markets contribute to innovation, identify current practices and foster future discussions while raising awareness about this sector. The methodological approach is a combination of qualitative procedures, starting with a sector analysis, followed by in-depth interviews with specialists. The group consisted mainly of CEOs, marketers, clinical engineers, and design engineers. The key findings indicate potential improvements in the innovation process, stemming from subsidiaries in emerging countries. When enterprises apply contemporary concepts like frugal and open innovation, for example, they can focus on core needs and eventually accelerate the development process. External factors, like educational levels and public policies, may influence this phenomenon, but in the long term. When subsidiaries increase their participation in decision-making, companies may benefit from their local perspective but are still subjected to investment restraints and multiple regulatory standards. This study concluded the analysis by identifying a pattern from multinational health device manufacturers that preserves some traditional methods but opens the path for more flexible models.