TY - JOUR
T1 - Product variety strategy for improving new product development proficiencies
AU - Kim, Jung Yoon
AU - Wong, Veronica
AU - Eng, Teck Yong
PY - 2005/9/1
Y1 - 2005/9/1
N2 - 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.
AB - 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.
KW - New product development performance
KW - Product-variety
UR - http://www.scopus.com/inward/record.url?scp=13444291469&partnerID=8YFLogxK
UR - https://www.sciencedirect.com/science/article/pii/S0166497204000380?via%3Dihub
U2 - 10.1016/j.technovation.2004.02.011
DO - 10.1016/j.technovation.2004.02.011
M3 - Article
AN - SCOPUS:13444291469
SN - 0166-4972
VL - 25
SP - 1001
EP - 1015
JO - Technovation
JF - Technovation
IS - 9
ER -