Achieving Customer Satisfaction through Integrated Products and Services: An Exploratory Study

Complex products such as manufacturing equipment have always needed maintenance and repair services. Increasingly, leading manufacturers are integrating products and services to generate increased revenues and achieve customer satisfaction. Designing integrated products and services requires a different approach to new product development and a clear understanding of how customers perceive the value they obtain from actual usage of products and services—so‐called value‐in‐use. However, there is a lack of research on integrated products and services and how they impact customer satisfaction. An exploratory study was undertaken to understand customers' views on integrated products and services and the value‐in‐use derived from such offerings. As value‐in‐use and its impacts are complicated concepts, a technique from psychology—Repertory Grid Technique—was used to gather data in 33 interviews. The interviews allowed a deep understanding of customer views on integrated products and services to be obtained, and a systematic analysis identified the key attributes of value‐in‐use. In order to probe further, the data were then analyzed using Honey's procedure, which identified the impact of the attributes of value‐in‐use on customer satisfaction. Two key attributes—relational dynamic and access—were found to have the most influence on customer satisfaction. This paper contributes to the innovation field by identifying customer needs for integrated products and services and how these impact customer satisfaction. These are key points and need to be fully considered by managers during new product and service development. Similarly, the paper identifies a number of important areas for further research.     

Innovating the innovation process: an organisational experiment in global pharma pursuing radical innovation

The challenge of managing the fuzzy front end of the innovation process is particularly acute for large, multi‐brand, research and development (R&D)‐intensive firms. Poor performance at generating radical innovations has resulted in many large organisations seeking to innovate how they organise for innovation. This paper presents an inductive, longitudinal study of an organisational experiment that sought to get ‘game‐changing, radical ideas’ into the new product development funnel of a top three pharma. The immediate outcomes of a team‐based internal innovation tournament included 33 new product ideas, 14 of which were radical. The medium term outcome of the experiment was a reorganisation of how the firm now pursues radical innovation activities. We link these outcomes to team leadership, contrasting innovation processes, including decisions about how to incorporate the ‘voice of the consumer’. The inductive, longitudinal study suggests causal interconnections between innovation team leadership, innovation team processes, and innovation outcomes.     

The Effect of Selective Openness on Value Creation in User Innovation Communities

Open innovation research and practice recognize the important role of external complementors in value creation. At the same time, firms need to retain exclusive control over some essential components to capture value from their product and/or service system. This paper contributes to the literature by analyzing some of the trade‐offs between openness to external value creation and closedness for internal value capture. It focuses on selective openness as a key variable and investigates how it affects value creation by external complementors, specifically the members of user innovation communities. Openness, it is hypothesized, matters to community members: The more open a product design is, the higher their sense of involvement in the innovation project, and the larger the effort they devote to it. Unlike prior literature, different forms and loci of openness are distinguished, specifically the transparency, accessibility, and replicability of different components of the product being developed. Hypotheses are tested based on survey data (n = 309) from 20 online communities in the consumer electronics and information technology hardware industries. Multilevel regression analysis is used to account for clustering, and thus nonindependent data, at the community level. We find that openness indeed increases community members’ involvement in the innovation project and their contributions to it. Interestingly, however, some forms and loci of openness strongly affect community perceptions and behavior, while others have limited or no impact. This finding suggests that, at least in relation to user communities, the trade‐off that firms face between external value creation and internal value capture is softer than hitherto understood. Contingency factors that may be able to explain these patterns are advanced. For example, users are expected to value the form of openness that they have the capabilities and incentives to exploit. The findings in this paper extend the literature on selective openness in innovation. They emphasize the need to study the demand for different forms of openness at the subsystem level and align supply‐side strategies to it. In managerial practice, a careful assessment of the demand for openness enables firms to successfully use selective openness and to effectively appropriate value from selectively open systems.     

Are rigor and transparency enough? Review and future directions for case studies in technology and innovation Management

It is crucial to assess how technology and innovation management (TIM) scholars use case-based research. Our study provides a theoretical systematic review of qualitative case-based articles published in 31 TIM journals from 2013 to 2018. Our analysis of 311 articles uncovers patterns regarding rigor (including case justification and selection), transparency (including data collection and analytical methods), and paradigmatic consistency and pluralism. Our findings show some evidence of emerging pluralism in how TIM researchers perform qualitative case studies, but also highlight some worrying trends: paradigmatic inconsistencies, lack of transparency, and over-reliance on specific approaches, all of which affect the value of case study research. We provide methodological guidelines for improving the use of qualitative case research in TIM.     

The Intellectual Structure of Product Innovation Research: A Bibliometric Study of the Journal of Product Innovation Management, 1984–2004

Product innovation research has matured substantially in the last two decades. A great deal of knowledge has been produced on various aspects of the discipline, so it is of interest to assess the state of the art the scientific community has reached in this discipline and the route it has taken. This perspective is investigated through a bibliometric study of the Journal of Product Innovation Management (JPIM), arguably the most important specialized journal on this topic. The work reviews all journal paper contributions in JPIM from 1984 to 2004 in determined time frames, assesses the citations contained in these papers, identifies how the citations are related to the various topics of production innovation research (topic‐related citation variety, topic‐related citation consistency, variation in topic‐related citation pattern), and offers a retrospective examination of the evolution of the field. The overall analysis of citations shows that most papers in JPIM cite at least one of the top 50 works identified by this study. This testifies to the strong impact of the most influential works on the intellectual structure of product innovation research. The observed citation pattern suggests that the top 50 papers gained influence in product innovation research either because they represent a relevant contribution on a fundamental topic that already has been authoritatively studied or because they investigate in a relevant manner a new topic. The paper suggests that JPIM might benefit in its aim to consolidate its position as one of the top academic business journals if published papers increasingly drew on the most influential works to inform their research design and explicitly stated the theoretical underpinnings they draw on in their research design. Overall, the analysis of the subperiods (1984–1988, 1989–1993, 1994–1998, and 1999–2004) provides evidence for the maturation of new product innovation research. Books covering a wide range of topics are replaced by journal papers addressing a specific topic; over time, specific topics emerge and become influential for the discipline's intellectual structure; papers published in JPIM augment their methodological rigor and increasingly address contingency factors. The paper also notes that obtaining relevance for JPIM authors constitutes a necessary condition for being considered by management researchers at large as an influential contribution to product innovation research.     

The paradox of tie strength in customer relationships for innovation: a longitudinal case study in the sports industry

Current literature argues that firms should have strong ties to customers to benefit from increased customer retention and loyalty. Strong ties, however, have also shown to prevent innovation, suggesting that firms should also develop weak ties to other customer groups. This paper focuses on the potential for strong ties to facilitate, rather than prohibit, innovation. It is based in a 7‐year longitudinal research project with Adidas, a global sporting goods company. From the case, we find that the paradox of tie strength results from an overly simplified view of the nature of company–customer relationships. Contrary to the established literature, we find that strong ties in the Adidas case supported significant innovation. In fact, the involvement resulted in the development of a new product with a radically different product architecture and led to one of the most successful product launches in the company's history. To explain these findings, we introduce the nature of customer participation in a firm's value creation processes as a new dimension of the constitution of firm–customer ties and discuss how such a kind of relationship can develop.     

The ambidextrous patterns for managing technological and marketing innovation

Built upon organizational ambidexterity theory, this study provides a new perspective in managing technological and marketing innovation. It distinguishes between simultaneous and sequential patterns of innovation within a firm and takes a longitudinal approach in examining the differential effects of these two ambidextrous patterns of innovation on firm performance. Further, this study investigates the contingent roles of internal product scope and external market dynamism on the above relationships. Using panel data from 158 U.S. firms over 26 years, we find that both simultaneous and sequential patterns are positively associated with firm performance. Further, our findings indicate that a broader product scope strengthens the effect of the simultaneous pattern on firm performance, while weakening that of the sequential pattern on firm performance. When market dynamism increases, the effect of the simultaneous pattern on firm performance is strengthened, while that of the sequential pattern is weakened. Our findings offer managers guidance on the choice of innovation patterns under certain contingencies and how to better manage technological and marketing innovation over time.     

The field of radical innovation: Making sense of organizational cultures and radical innovation

Organic organizational structures and cultures facilitate innovation because they allow organizations to shift their understanding of what a product, service or technology means. Yet, organic organizations may have to instill mechanistic structures and bureaucratic processes if they produce successful radical innovations. Thus, the basis of innovation can be undermined by its consequences. To explore this issue, this paper analyzes data from an ongoing longitudinal case study of a SME digital-design agency that developed a radical innovation for the market research industry. The paper observes that founders of the organization shifted their position to become managers as a result of their radical innovation and that other members of the organization have, consequently, re-evaluated their attitude toward the organization. To conceptualize our findings we turn to the work of Pierre Bourdieu. His notion of fields—which structure experiences and are, themselves, structured by experiences—offers a framework to understand the dynamics within an organization that occur as a result of a successful radical innovation. The contribution of our paper is: theoretically, we relate the discussion of innovation to wider social theories of practice and, thus, introduce temporal and cultural dynamics into the account of radical innovation; methodologically, we provide an example of a longitudinal study; and, in managerial terms, we indicate where divisions occur within an organization concerning the construction of meaning between managers and employees after a radical innovation.     

How to leverage the impact of R&D on product innovation? The moderating effect of management innovation

Although research and development (R&D) is a key indicator of (technological) innovation, scholars have found mixed results regarding its effect on product innovation and firm performance. In this paper, we claim that variations in R&D effectiveness can be explained by changes in a firm’s social system, in particular in its management innovation. It is still unclear how management innovation influences R&D effectiveness in terms of product innovation. In this study, we address this theoretical and empirical gap in the innovation literature. Our theoretical arguments and findings from a large-scale survey among Dutch firms show that R&D has a decreasingly positive relationship with product innovation, particularly for firms with low levels of management innovation. However, in firms with high levels of management innovation, this relationship becomes more J-shaped, especially in small and medium-sized firms. Our findings also appear to indicate that management innovation may be more important for competitive advantage than just R&D. Overall, our insights reveal that management innovation is a key moderator in explaining firms’ effectiveness in transforming R&D into successful product innovation.     

The effects of stakeholder integration on firm‐level product innovativeness: insights from small and medium‐sized enterprises in Ghana

In spite of growing research on the influence of external stakeholders on firm outcomes, there is a paucity of research on how they influence innovation in emerging economies. In addition, the specific environmental factors that may influence the effect of stakeholder integration (SI) on firm innovation is less understood. Using data collected from 248 small‐ and medium‐sized enterprises in Ghana, this paper develops and tests a model that examines the relationship between SI and firm‐level product innovativeness. The findings from the study indicate SI positively relates to product innovativeness. Moreover, under conditions of higher competitor pressure and greater customer expectations, the effect of SI on product innovativeness is amplified. Contributions for theory and practice are discussed.     

A pluralistic,longitudinal method: Using participatory workshops,interviews and lexicographic analysis to investigate relational evolution

Finding new ways to collaborate enables firms to better seek opportunities and challenges and enhance network capability. However the traditional methods used to research the development of network collaboration can be limited in the insights they provide as they often focus on single interviews in a single time perspective and/or are analyzed for content in a single way.This paper illustrates the insights that can emerge from more pluralistic data collection and analysis. Multi-method longitudinal research considers a Danish advertising and communication firm engaging their network in co-creating ideas to help them in their environment of rapid globalization and emergence of new technologies. A five stage research design combines participatory workshops and one-on-one interviews over an eight month period. Comparative lexicographic (i.e. semantic) analysis was used to ascertain participants' perceptions of the development and the processes of changing relationship orientation. It illustrates the processes of change and impact of the workshops with participant reflections becoming ever-more collaboration-oriented and solutions-oriented over the period of research, resulting in bringing more business to the firm. Such findings exemplify the value of longitudinal, pluralistic methods coupled with systematic analysis of participant's discourse.     

Breakeven Time on New Product Launches: An Investigation of the Drivers and Impact on Firm Performance

The ability to break even faster on new product projects is becoming increasingly critical for firms in fast‐moving industries where continually reinvesting in research and development efforts matters greatly for survival. However, most research to date has focused on studying the impact of two primary innovation outcomes: sales and profits. The exclusive emphasis on sales and profit may be warranted for certain types of goods such as durable goods, but when examining the effects of new products in fast‐moving consumer goods or in the entrepreneurial sphere, where cash to cash matters greatly for survival, it is critical for both researchers and practitioners to not only consider the profits and sales generated by the new product but also the time to breakeven. This paper develops a theoretical framework using the competency‐based literature to examine the effects of innovation drivers (customer idea source, speed to market, product quality, and product newness) on breakeven time (BET) and project profits, and their subsequent impact on firm performance. A three‐stage least square estimation method was employed using longitudinal data on 945 new product development projects and launches in the morning (breakfast) foods category. The results clearly pinpoint that for successful product innovation, managers need to consider the time taken to breakeven on new product development. Specifically, the results demonstrate that speed to market and product quality shorten BET, but customer idea source extends BET. Second, the analysis also empirically demonstrates that BET is an equally effective predictor of firm performance as project profits in the short run, but significantly a stronger predictor of firm performance in the long run (t + four years), suggesting that BET should be regarded as a superior leading indicator of firm performance versus product profitability for fast‐moving consumer goods segment. This is an important finding that suggests firms that recoup their cash investments more quickly experience greater short‐term and significantly more long‐term success.     

Seeking the Ideal Level of Design Newness: Consumer Response to Radical and Incremental Product Design

To develop successful new products, new product development managers need to have a thorough understanding of the consumer adoption process, specifically in how consumers evaluate new products. This research examines the value of product design for consumers' evaluation of radical and incremental innovations. The primary goal was to empirically test how design newness affects consumer response to product innovations. Design newness (also referred to as novelty or atypicality) is defined as the deviation in a product design from the current design state of a certain product category. Although prior research has suggested that higher levels of design newness may have a positive effect on consumers' evaluations of new products, higher levels of design newness may also have negative consequences for consumer response to radical innovations. An experimental context (n = 130) using systematically designed products for three product categories was used to test how consumers respond to high and low levels of design newness for both radical and incremental innovations. The findings show that for radical innovations, embodying the product in a design with a low (versus high) level of design newness led to more positive evaluations and less learning‐cost inferences. Because the functional attributes of a radical innovation are incongruent to existing products, consumers find it difficult to access the relevant product category schema in order to transfer knowledge to the new product. Because of this poor knowledge transfer, consumers may feel that they lack the ability to make effective use of the radical innovation, resulting in greater learning costs. In this case, a product design with a low level of design newness can provide consumers with a frame of reference for understanding the radical innovation. Contrasting this result, no difference was found between a low and a high level of design newness for incremental innovations. For incremental innovations, by definition the functional attributes characteristic to the innovation are highly comparable with those products that are already stored in consumers' memory. Thus, there is no need for an additional reconfirmation of the preexisting schema through product design, and consumers are able to access the relevant schema regardless of the level of design newness inherent in the product. These findings are integrated into a discussion of the managerial implications and the potential avenues for future research.     

A tale of two effects: Using longitudinal data to compare within‐ and between‐firm effects

Research summary : We investigate the theoretical and empirical implications of longitudinal data in strategy research. Theoretically, longitudinal data allow strategy researchers to distinguish between relationships among constructs within versus between firms. Empirically, longitudinal data contain information about two types of relationships: within‐ and between‐firm. We describe how the hybrid approach, a technique used in other disciplines, disentangles within‐ and between‐firm relationships. We reexamine a study of research and development expenditures to illustrate the advantages of the hybrid approach. Based on our theory and reexamination, we offer a series of recommendations for researchers using longitudinal data to test theoretical perspectives . Managerial summary: Strategy research examines two sources of variation over time: what is occurring within the firm (e.g., Do firms perform better over time when investing more in R&D?) and what is occurring between firms (e.g., Do firms investing more in R&D outperform firms investing less in R&D?). These two sources may be similar or different in both direction and magnitude, and when significant differences exist in either direction or magnitude, researchers must carefully consider the implication of these differences to their theoretical rationale and statistical testing. Our article highlights the benefits of theorizing and testing these two sources of variance, providing scholars the ability to broaden both the theoretical and empirical contribution of their research. This distinction is important to how research informs managerial decision making . Copyright © 2016 John Wiley & Sons, Ltd.     

产业链整合对建筑工业化协同创新绩效的影响研究

市场竞争日趋激烈，创新过程日益复杂，协同创新成为主流的创新范式。而我国建筑工业化正处于创新驱动发展不足的初级阶段，如何通过产业链整合实现建筑工业化的协同创新，进而提高创新绩效是值得研究的问题。本文从产业链整合着手，探讨建筑工业化的技术链整合、产品链整合、创新协同性、创新绩效之间的相互影响关系。首先根据理论分析提出假设，然后运用26家代表性企业的278份问卷作为样本数据进行验证。实证分析表明：产业链整合对创新协同性、创新绩效均有正向显著作用；技术链整合在产品链与创新协同性之间、创新协同性在产业链整合与创新绩效之间起完全中介作用；政策在产品链整合与创新协同性之间起正向调节作用，而在技术链整合与创新协同性之间的调节作用却不显著。研究结论对于建筑工业化政策制定、产业链完善、企业管理等方面具有重要意义，同时展望了需要进一步关注的方向。     

Perceptions of Material Resources in Innovation Projects: What Shapes Them and How Do They Matter?

Studies on the role of material resources for team performance in innovation projects have provided inconclusive results. This paper focuses on team members' perceptions of the provided material resources' adequacy to address this gap. Understanding what drives perceptions of material resource adequacy may not only reconcile conflicting results in the literature, but may also provide much‐needed guidance for project funding, so as to maximize innovation project performance. Further, the analyses in this paper differentiate between two outcome dimensions of innovation project performance, namely, the degree of new product quality and new product novelty, and thus offer a more fine‐grained analysis of the relationship between perceptions of material resource adequacy and innovation project teams' performance. The posited hypotheses are tested using a sample consisting of survey data from 121 innovation projects in the electronics industry. To avoid common source bias, data from different respondent groups, that is, team leaders, team members, and team external managers of the examined innovation projects, were used. The results of the regression analyses identify team potency and workload as socio‐cognitive drivers of innovation project teams' perceptions of material resource adequacy. Moreover, it is found that perceived material resource adequacy relates positively to new product quality, while it relates negatively to new product novelty. This paper thus provides an important step toward disentangling the ambiguity surrounding the relationship between material resource adequacy and innovation project teams' performance, showing that a key finding of cognitive psychology seems to hold also on the team level of inquiry: the significant influence of socio‐cognitive factors on perceptions. This finding paves the way for putting more attention in research on innovation and project management on cognitive aspects, in particular considering mechanisms behind the formation of team perceptions. Further, the results provide evidence for differential effects of perceived material resource adequacy on innovation project performance, depending on the indicators used for measuring the outcomes of an innovation project. This contributes necessary detail to studying the relationship between material resource adequacy and innovation project performance, which so far has produced inconclusive results, suggesting that these contradictions might result to a large degree from different operationalizations of innovation project performance. On a practical level, the findings of this paper suggest that material resource adequacy seems not to be a catch‐all variable, influencing innovation project outcomes in a uniform way. It appears to be a useful lever for influencing team outcomes depending on the desired result, which may be manipulated by shaping team variables that exert a systematic influence on perceptions of material resource adequacy.     

Industrial services, product innovations, and firm profitability: A multiple-group latent growth curve analysis

Manufacturers in many industries seek service-led growth beyond their product core. Yet research on the link between service revenue growth and firm profitability is still at an early stage. To shed further light on this complex relationship, we report the results of a longitudinal study based on panel data of 414 companies in the German mechanical engineering industry collected over a five-year period. Employing latent growth curve modeling and using multiple group analysis, the study provides empirical evidence for the causality between service infusion strategies and manufacturers' profit trajectories. The results also reveal differential effects of service categories and the moderating role of manufacturers' product innovation efforts. For companies with high product innovation activity, services supporting the product (SSPs) directly increase firm profitability, while services supporting the clients' actions (SSCs) do not display any link with long-term profitability. Conversely, for companies with low product innovation activity, SSCs have a significant, positive effect on firm profitability, while SSPs have only an indirect effect. In sum, our findings caution managers that service offerings do not automatically improve company profits. Manufacturers must carefully consider the fit between their service offerings and product innovation activities to grow bottom line results.     

Non‐R&D innovation and firms’ new product performance: the joint moderating effect of R&D intensity and network embeddedness

Non‐R&D innovation increasingly plays a critical role in explaining firms’ new product performance. Yet, there has been little research on the consequences and contingent mechanisms of non‐R&D innovation for firms embedded in collaborative network environments. To address this research gap, we investigated a conceptual framework of non‐R&D innovation using data drawn from Chinese manufacturing firms. First, we found that non‐R&D innovation positively affects firms’ new product performance. Second, we discovered that high R&D intensity positively strengthens the impact of firms’ non‐R&D innovation on new product performance. Third, we provided critical analysis of the role of non‐R&D innovation in promoting new product performance, accomplished by enhancing R&D investment while simultaneously improving the degree of network embeddedness. Our findings extend both the non‐R&D innovation literature and open innovation literature while providing managers with several key recommendations.     

The dynamics of product innovation and firm competences

This study examines how product innovation contributes to the renewal of the firm through its dynamic and reciprocal relation with the firm's competences. Field research in five high‐tech firms of varying age, size, and level of diversification is combined with analysis of existing theory to develop the findings of the study. Based on the notion that new products are created by linking competences relating to technologies and customers, a typology is derived that classifies new product projects based on whether a new product can draw on existing competences, or whether it requires competences the firm does not yet have. Following organizational learning theory, these options are conceptualized as exploitation and exploration. These organizational learning concepts are used to gain a dynamic and path‐dependent view of product innovation and firm development, and to reveal the unique nature and challenges of different types of product innovation. Copyright © 2002 John Wiley & Sons, Ltd.