Product variety strategy for improving new product development proficiencies
Product variety strategy for improving new product development proficiencies
Based on a cross-industry sample of 103 Korean manufacturers, this study examines the role of new product development proficiencies for platform and derivative projects. The results of this study show that companies pursuing a higher degree of platform-based product variety perceive that they have to more proficiently execute process-planning, marketing, and technical activities for the platform project to improve product family technical success compared to companies emphasizing a lower degree of platform-based product variety. However, only superior execution of marketing activities for derivative projects appear to facilitate product family technical success. Our results stress the primacy of marketing capabilities, relative to process-planning and technical proficiencies, in improving product family technical performance. Mediational regression analyses suggest that, for higher product variety firms, commercial success of the product family may not be conditional upon superior execution of these activities relative to their lower product variety counterparts. The article concludes with discussion of implication for practice, theory and research.
1001-1005
Kim, Jung-Yoon
222e9807-462a-484b-b930-a00525e269ac
Wong, Veronica
e0a99ab0-0b46-4e7f-8dc5-22da345a074f
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
September 2005
Kim, Jung-Yoon
222e9807-462a-484b-b930-a00525e269ac
Wong, Veronica
e0a99ab0-0b46-4e7f-8dc5-22da345a074f
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Kim, Jung-Yoon, Wong, Veronica and Eng, Teck-Yong
(2005)
Product variety strategy for improving new product development proficiencies.
Technovation, 25 (9), .
(doi:10.1016/j.technovation.2004.02.011).
Abstract
Based on a cross-industry sample of 103 Korean manufacturers, this study examines the role of new product development proficiencies for platform and derivative projects. The results of this study show that companies pursuing a higher degree of platform-based product variety perceive that they have to more proficiently execute process-planning, marketing, and technical activities for the platform project to improve product family technical success compared to companies emphasizing a lower degree of platform-based product variety. However, only superior execution of marketing activities for derivative projects appear to facilitate product family technical success. Our results stress the primacy of marketing capabilities, relative to process-planning and technical proficiencies, in improving product family technical performance. Mediational regression analyses suggest that, for higher product variety firms, commercial success of the product family may not be conditional upon superior execution of these activities relative to their lower product variety counterparts. The article concludes with discussion of implication for practice, theory and research.
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Published date: September 2005
Organisations:
Centre for Digital, Interactive & Data Driven Marketing
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Local EPrints ID: 391517
URI: http://eprints.soton.ac.uk/id/eprint/391517
ISSN: 0166-4972
PURE UUID: 02890549-2f38-4f98-a40b-5bd14af8669a
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Date deposited: 21 Apr 2016 15:21
Last modified: 14 Mar 2024 23:30
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Author:
Jung-Yoon Kim
Author:
Veronica Wong
Author:
Teck-Yong Eng
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