Business Commons^™

Does A New Product Development Project’S Name Influence Internal Stakeholder Commitment?, Dianna Akin

College of Business Theses and Dissertations

The purpose of this study is to explore whether a new product development project’s name and or charter effects commitment of senior management sponsors, product development team members and project leaders to the project. Leveraging signaling, internal marketing and imprinting theory to influence internal stakeholder project commitment, I executed three studies to 1) evaluate the validity of my research, 2) identify strong and weak project names, and strong and weak project charters, and 3) a 2x2 between-subjects experiment to test the main effect of project name, the main effect of project charter, and the interaction effect of project charter strength …

Influences Of Antecendent And Outcome Factors On The Speed Of New Product Development: A Study Of Sme Companies In Indonesia, Pepey Riawati Kurnia

ASEAN Marketing Journal

The research’s objective is doing an empirical test toward research conducted by Menon & Lukas (2004), which generates 6 propositions of antecedent and outcome factors in the velocity of new product development. The literature theory based on theory of new product development speed (PDS) with antecendent and outcome factors. The research towards 63 respondent managers of Small and Medium Enterprises (SME) companies in Jabodetabek, Indonesia. Six propositions are developed into 6 hypotheses, which are then subject to a statistical test using LVS. Goodness-of-fit test informs that 6 hypotheses are eligible and so does the Measurement-fit test. Test towards 6 hypotheses …

Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang

Asia Marketing Journal

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development …

Peer-To-Peer Consumption In 3d Printing Design, Weizhi Chen

Dissertations

Three-dimensional printing or additive manufacturing is a new element in new product development that emphasizes on digitalization and innovation. However, due to its new emergence, existing research has rarely explored its mechanism and benefits especially in marketing, new product development and innovation. This research addresses the mechanism of 3D printing under collaborative consumption in the age of personal fabrication. The primary focus of this research lies at the intersection of marketing, 3D printing in collaborative consumption, and data science. Online peer-to-peer 3D printing sharing platform myminifactory.com is utilized as primary study context. In this research, two types of product design …

When To Outsource The Sales Force For New Products, Valerie Good, Roger J. Calantone

Peer Reviewed Articles

Executives and researchers continue to seek factors that lead to new product success. While prior research has suggested that outsourcing the selling function can help make the innovation process leaner and limit future liability, outsourcing can also pose risks in terms of safeguarding both customer relationships and confidential innovation capabilities. Moreover, examining the effects of outsourcing has been identified as a key research priority in recent marketing literature. Thus, using privileged access to managers in the biochemical industry, we employed a multi-group analysis of 229 new products to investigate the effect of outsourcing the sales force on new product success. …

Encouraging Help Across Projects, Pascale Crama, Fabian J. Sting, Yaozhong Wu

Research Collection Lee Kong Chian School Of Business

Companies struggle with timely project execution despite employing sophisticated management methods. Although help across projects is critical for time performance, it has not been explicitly incorporated into project management (PM) systems. We model a PM system, based on an innovative real-life practice, that both incorporates and shapes project managers’ helping behavior. A help process is at the core of this system, in which project managers may ask for and provide help while top management facilitates such exchanges. We find that companies should take a nuanced approach when designing help exchange and time-based incentives in tandem. A company that faces high …

Guanxi, It Systems, And Innovation Capability: The Moderating Role Of Proactiveness, Man Zhang, Janet L. Hartley

Management Faculty Publications

In Chinese exporting, small and medium-sized companies (SMEs) need to be innovative to develop a competitive advantage. This research explored how these organizations can use two resources: 1) guanxi with customers, distributors, suppliers, and government officials; and 2) IT systems to enhance their innovation capabilities and new product performance. The moderating role of an organization’s proactiveness with respect to new product development is also examined. The resource-based view provides the theoretical support for the research. A conceptual model is developed and tested using survey data gathered from 210 Chinese SMEs in manufacturing industries that were analyzed using SmartPLS 2.0. Results …

The Curious Case Of Capri Facewash, Nida Aslam Khan, Jami Moiz

Business Review

This case focuses on the factors that lead to the failure of new products in the marketplace. It discusses the case of Capri facewash in the beauty and personal care category in Pakistan. Capri was unable to sustain its facewash in the market mainly because of a disorganized and unsystematic marketing plan. The case highlights managerial implications and recommendations pertaining to the facewash category. It adds to product literature and will generate more lines of inquiry particularly in the South Asian region.

Knowledge Management In New Product Development (Npd), Luca Maria Mancinelli

Theses

This thesis analyses features that, in New Product Development process (NPD), foster knowledge, and their contribution to the creation and application of knowledge with the aim of increasing both global performance and organizational effectiveness. Since knowledge is becoming more important to achieve competitive advantage, companies have already started to focus on their ability to generate new competencies and create new opportunities for producing new knowledge.

One of the issues compelling knowledge management understands what aspects of the organization's work system and organizational design affect its ability to acquire, create and apply knowledge. In fact, the way that workers are organized …

Managing Strategic Intellectual Property Assets In The Fuzzy Front End Of New Product Development Process, Yonghee Cho, Tugrul U. Daim

Joseph Cho

Open Innovation In Small And Medium-Sized Enterprises: Executive And Employee Perception Of Processes And Receptiveness, Bethany A. Davidson

Antioch University Full-Text Dissertations & Theses

This study explored open innovation activities in small and medium-sized enterprises. Most open innovation research to date has focused on large organizations; however, how large organizations engage in open innovation is very different from that of small and medium-size enterprises. The embedded design, mixed methods study utilized a survey delivered to owners or other organizational executives and employees of small and medium-size enterprises to solicit information regarding whether small and medium-size enterprises are actively engaging in inbound open innovation activities, their motivation for engaging in open innovation, and the sources they are utilizing to obtain new ideas for products and …

Two Essays On Marketing Capabilities, Hamed Mehrabi

Theses and Dissertations (Comprehensive)

A critical decision for any firm involves allocating investment to different types of marketing activities. One argument is that firms should invest resources in both explorative and exploitative activities to develop ambidexterity. Considering the extensive theoretical and practical implications of ambidexterity, several research gaps exist in this area provide opportunities for both theoretical and practical contributions. In this dissertation, I identify and explore three important research opportunities.

First, based on one argument regarding ambidexterity, firms should pursue exploration and exploitation in a balanced manner. This is even though there is little evidence confirming that being ‘out of balance’ actually hurts …

Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney

Walden Dissertations and Doctoral Studies

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …

Managing The Co-Creation Of Innovation: The Influence Of Team Regulatory Style And Reflexivity On Customer Idea Selection And Innovation Outcomes, Matthew Brady Shaner

Doctoral Dissertations

The cocreation of new products with customers has been shown to be associated with higher new product quality, the development of products that more closely match customers' unmet needs, lower development costs, and faster speed-to-market (Hoyer, Chandy, Dorotic, Krafft, & Singh, 2010; O'Hern & Rindfleisch, 2010). However, little is known about the evaluation and selection process in the cocreation of innovation (Bayus, 2013). To be successful, product development teams must identify customer ideas that have the potential to both fulfill unmet market needs and be profitable for the firm. This dissertation looks at two cognitive factors related to team decision-making, …

The Effect Of Customer Information During New Product Development On Profits From Goods And Services, Lars Witell, Anders Gustafsson, Michael D. Johnson

Michael D. Johnson

Purpose – This study aims to investigate how customer information obtained at different phases of a new product development (NPD) process influences profits from new offerings. Design/methodology/approach – A survey was conducted in the context of NPD in goods and services. A unique database was constructed that merged key informant survey responses with financial data for 244 firms. This database was used to replicate and extend previous research by posing a number of hypotheses regarding the role of obtaining customer information in NPD. Findings – The results show that obtaining customer information during NPD influences the profits from new offerings, …

Using Needs Assessment As A Learning Tool In The Product Development Process: A Case Study Of A Quick Service Restaurant Chain, Denise Cumberland, Rod P. Githens

Benerd College Faculty Articles

Purpose– The purpose of this case study was threefold. First, to examine whether a needs assessment can work in the context of an organization’s new product development process to identify the gap between what “is” occurring and what “should” be occurring. Second, to investigate how a well-known stakeholder classification system can be adopted in a practitioner setting. Third, to identify why the new product development process derailed in a quick-service restaurant chain.

Design/methodology/approach– A Fortune 200 quick-service restaurant chain provided the setting for a case study on the new product development (NPD) process. Data were gathered from multiple stakeholder groups …

Coordinated Exploration: Organizing Joint Search By Multiple Specialists To Overcome Mutual Confusion And Joint Myopia, Thorbjørn Knudsen, Kannan Srikanth

Research Collection Lee Kong Chian School Of Business

In this paper, we use an agent-based simulation model to investigate how coordinated exploration by multiple specialists, as in new product development, is different from individual search. We find that coordinated exploration is subject to two pathologies not present in unitary search: mutual confusion and joint myopia. In joint search, feedback to one agent’s actions is confounded by the actions of the other agent. Search therefore leads to increasing mutual confusion because agents are unable to learn from feedback to correct their faulty mental models of the search space. Incorrect beliefs held by one agent lead to mistakes, and because …

The Role Of Culture On New Product Development Decisions, Sudhir H. Kale

Sudhir H. Kale

This study investigates the effect of culture on the evaluation of new products. We contrast decision-making outcomes between East Asians and Westerners. East Asians tend to view the future as dynamic, nonlinear, and changeable and do not emphasize immediate gain and loss. In contrast, Westerners believe that the future is static, linear, and predictable and pay more attention to the past and present. We hypothesize that given a poor performance forecast, East Asians are more likely than their Western counterparts to continue a new product whereas Westerners are more likely to halt development. However, providing future market demand information moderates …

Quantine: Virtualising The Interview Process, Arcot Desai Narasimhalu, Adina Wong

Arcot Desai NARASIMHALU

The case is set in January 2012, and begins with Kenneth Yap, the founder of Quantine Pte Ltd, strategising on an effective growth plan for his company. Quantine was a job candidate pre-screening service provider, which specialised in asynchronous video interviews. In the three years since its inception, market forces and internal factors had necessitated a change in its original corporate strategy. The business had started out in 2009, focusing on competency assessments for testing technical skills for the information technology industry. It also provided aptitude tests for companies to assess candidate qualities such as numerical skills and the ability …

A Dynamic Model Of Competitive Entry Response, Matthew Selove

Business Faculty Articles and Research

I develop a dynamic investment game with a “memoryless” research and development process in which an incumbent and an entrant can invest in a new technology, and the entrant can also invest in the old technology. I show that an increase in the probability of successfully implementing a technology can cause the incumbent to reduce its investment. Under certain conditions, if the success probability is high, the incumbent allows the entrant to win the new technology so that firms reach an equilibrium in which they use different technologies, and threats of retaliation prevent attacks; but if the success probability is …

To Change Or Not To Change: How Regulatory Focus Affects Change In Dyadic Decision-Making, Jelena Spanjol, Leona Tam

Leona Tam

Successful innovation requires teams to embrace and enact change. However, team members often differ in their preferences for change. We examine how regulatory focus affects dyadic teams’ tendencies to enact change across an array of repeated brand management decisions. Understanding such tendencies is important, since the innovation process is characterized by a series of investment decisions typically made by teams, yet prone to significant biases. Regulatory focus theory provides a framework for understanding the dominant motivations driving decision-making during goal pursuit. It argues that individuals operate under either a promotion or prevention focus, influencing preferences for stability vs. change. We …

Back-Loading: A Potential Side Effect Of Employing Digital Design Tools In New Product Development, Sebastian K. Fixson, Tucker J. Marion

Tucker Marion

Over the past twenty years, the use of digital design tools such as Computer-Aided-Design (CAD) has increased dramatically. Today, almost no product development project is conducted without the use of CAD models. Major advantages typically ascribed to using CAD include better solutions through broader exploration of the solution space as well as faster and less expensive projects through faster and earlier iterations. This latter effect, the shifting of simulation and testing traditionally accomplished with help of physical prototypes late in the process–a slow and expensive activity–to doing similar activities with virtual prototypes faster and earlier in the process, has been …

Exploring The Strategic Use Of Platform-Based Planning, Ellen Thomas

Atlantic Marketing Journal

Platform planning is a strategy that can be effectively used to manage today’s rapidly changing environment. It is the process by which core elements are identified and used as a foundation for future growth. Although platform planning is most often associated with product design, its value is now being acknowledged along other dimensions of marketing strategy such as brands, target markets, geographical markets, and business processes. This paper summarizes literature introducing different dimensions of marketing strategy that platform planning can be applied to. Next it introduces findings from engineering literature regarding the benefits and risks associated with this type of …

When To Consider Synergies In Project Portfolio Decisions, Jeffrey Keisler

Jeffrey Keisler

Portfolio decision analysis often evaluates R&D projects one at a time and uses these evaluations as the basis for profit-maximizing funding decisions. This approach can overlook strategic fit between projects. In theory, it is possible to identify synergies between projects and then fund the set of projects that maximize profit. In practice, the time and attention required to identify all such synergies may be prohibitive. Several analytic strategies are applied to simulated project portfolios with varying characteristics, using a matrix representation of interdependent portfolio elements. The results illustrate the potential impact on portfolio profit accruing from various means of considering …

Comprehending The Evolving Leadership Role Of The Consultant Designer In The New Product Development Process In Mature Product Categories, Fiona Maciver

Doctoral

Seismic shifts in 21st century market conditions – globalisation, immediate digital communications, rapidly developing technologies, an ever more sophisticated, knowledgeable consumer – create a new landscape for organisations seeking to create products of greater value, which better meet evolving needs and desires. While the marketing-led approach, dominant in the past half-century, focused on persuasion, design, with its specialised tools, is suggested to be more adept and flexible than marketing at understanding and providing relevant value for today’s consumer. A literature review argues that, in history, design has endured periods of particular strength followed by decline. This thesis examines the proposition …

The Effectiveness Of Virtual R&D Teams In Smes: Experiences Of Malaysian Smes, Nader Ale Ebrahim, Shamsuddin Ahmed, Salwa Hanim Abdul Rashid, Zahari Taha

Nader Ale Ebrahim

The number of small and medium enterprises (SMEs), especially those involved with research and development (R&D) programs and employed virtual teams to create the greatest competitive advantage from limited labor are increasing. Global and localized virtual R&D teams are believed to have a high potential for SMEs growth. Due to the fast growing complexity of the new product, coupled with new emerging opportunities of virtual teams, a collaborative approach is believed to be the future trend. This research explores the effectiveness of virtuality in SMEs virtual R&D teams. An online questionnaire emailed to Malaysian manufacturing SMEs and 74 usable questionnaires …

To Change Or Not To Change: How Regulatory Focus Affects Change In Dyadic Decision-Making, Jelena Spanjol, Leona Tam

Jelena Spanjol

Successful innovation requires teams to embrace and enact change. However, team members often differ in their preferences for change. We examine how regulatory focus affects dyadic teams’ tendencies to enact change across an array of repeated brand management decisions. Understanding such tendencies is important, since the innovation process is characterized by a series of investment decisions typically made by teams, yet prone to significant biases. Regulatory focus theory provides a framework for understanding the dominant motivations driving decision-making during goal pursuit. It argues that individuals operate under either a promotion or prevention focus, influencing preferences for stability vs. change. We …

Rational Design Rights Ignorance, David Orozco

David Orozco

No abstract provided.

Market-Based Capabilities And Financial Performance Of Firms: Insights Into Marketing's Contribution To Firm Value, Sridhar N. Ramaswami, Rajendra K. Srivastava, Mukesh Bhargava

Research Collection Lee Kong Chian School Of Business

While there is recognition that market-based capabilities contribute to a firm’s financial performance, the exposition is largely conceptual (Srivastava et al. Journal of Marketing 62:2–18, 1998; Journal of Marketing 63:168–179, 1999). Using a resource based view of the firm, the present study proposes that (1) market-based assets and capabilities of a firm impacts (2) performance in three market-facing business processes (new product development, supply-chain and customer management), which in turn, influence (3) the firm’s financial performance. It develops related hypotheses and tests the framework empirically. The study also examines for the first time the interrelationship among the three business processes …

Fairness From The Top: Perceived Procedural Justice And Collaborative Problem Solving In New Product Development, John B. Bingham, Haiyang Li, Elizabeth E. Umphress

Faculty Publications

The literature on new product development has examined several important determinants of collaboration among project members. However, we are not aware of any study that links top management decisions with project members’ collaborative behavior. To address this significant gap, this study examines how perceived procedural justice in top management decisions regarding new products is related to collaborative problem solving among new product development project members. Our results from 109 technology firms—as well as from 91 student-based project groups—suggest that perceived procedural justice in top management decisions is positively related to collaborative problem solving among project members, and that collaborative problem …