Information Technology Tools in New Product Development: The Impact of Complementary Resources*,†

Emergent research has examined the antecedents to using information technology (IT) in the new product development (NPD) process and the impact of IT on NPD performance. Based on the resource‐based view (RBV) of the firm, this study hypothesizes that particular resources create IT capabilities that significantly enhance NPD outcomes. More specifically, this research extends previous work by investigating whether three complementary resources, namely an executive champion for IT, global engagement, and organizational innovativeness, influence IT capabilities (IT use frequency and IT replacement frequency), which in turn affect NPD outcomes (NPD task proficiency and NPD performance). To test the conceptual model, survey data were collected from 220 NPD and IT managers in a variety of large Japanese firms. The results show that an executive champion for IT and global engagement are predictors of both IT tool use and replacement frequency while organizational innovativeness contributes only to IT tool replacement frequency. The results also indicate that both IT tool use and replacement frequency have a positive effect on NPD task proficiency, which improves NPD performance. This research contributes to the literature by adding understanding of the role of IT in NPD at the firm level in four ways. First, it examines particular organizational complementary resources and their relationship to IT capabilities. Second, it examines the RBV and IT in the context of NPD, an important business process. Third, it measures IT usage in a more granular fashion (i.e., IT tool use frequency and IT replacement frequency) rather than simply IT usage as a dichotomy. Finally, through testing the proposed model with data collected from Japanese firms, this study provides empirical evidence from an Asian country to answer the call for more NPD research to be conducted in countries other than North American and Western European contexts. The findings of the study also provide implications for managers. Importantly, they indicate that an executive level champion for IT is a key influencer in facilitating IT usage and replacement, and likely can help generate awareness of and support for greater IT investments so the firm can create IT capabilities for effective NPD.     

The effects of manufacturer's organizational learning on distributor satisfaction and loyalty in industrial markets

The main objective of this study is to examine the effects of organizational learning (OL) on satisfaction and loyalty in industrial markets. A conceptual model, in which the unit for analysis is the dyadic relationship between manufacturers and their main distributor, is proposed and tested. The empirical results showed that the manufacturer's OL is an antecedent of the relational outcomes achieved in business relationships. Specifically, increased OL in the manufacturer has a direct effect on the main distributor's degree of satisfaction and an indirect effect on his loyalty. It is also confirmed that the manufacturer's OL has a direct effect on the manufacturer's business performance. However, we found that links between OL and satisfaction and OL and loyalty are not changed by market turbulence.     

"Managing" Learning by Doing: An Empirical Study in Semiconductor Manufacturing

This article examines the contributions of human resource and organizational practices to the development and supply chain management interface. It addresses this issue in the context of the semiconductor industry by highlighting the importance of these practices for learning‐based improvement in manufacturing. One of the most important factors for competitiveness in the semiconductor industry is the ability to manufacture new process technologies with high yields and low cycle times. The more effective management of new process technologies within the manufacturing facility aids firms in managing production costs, volumes, and inventories. Efficient management of new process development and introduction translates into enhanced internal supply chain management performance by improving the design of internal workflows, manufacturing performance, and the acquisition and installation of new manufacturing processes. Because much of the knowledge that underpins semiconductor manufacturing is idiosyncratic, however, firm‐level differences in human resource and organizational practices are likely to have consequences for performance. The article derives learning curve models of the rate of improvement in manufacturing yield (i.e., the rate of learning) and cycle time (i.e., the speed of production) following the introduction of a new process technology in a manufacturing facility. It then tests the influence of the use by semiconductor manufacturers of teams for problem solving and intrafirm knowledge transfer, the level of internal adoption of information technology (IT), and more extensive and effective workflow and production scheduling systems on manufacturing performance. It finds that the manners in which semiconductor manufacturers allocate engineering resources to problem‐solving activities, utilize information technology in the manufacturing facility, schedule production, and control the “shop floor” influence the levels and rates of improvement in both manufacturing performance measures. The article makes several contributions to the literature on product and process development and, accordingly, to research on the product development/supply chain interface. In particular, the model of organizational‐based learning provides a better understanding of the determinants of learning‐based performance improvement. In particular, better manufacturing performance results not strictly from greater cumulative volume but also from the actions of managers that affect the organization of establishment‐level problem‐solving activities and information exchange. The article also demonstrates that human resource and organizational practices in both the development and the adoption of new process technologies improve manufacturing performance by accelerating new product introduction, improving workflow, and enhancing the efficiency of manufacturing processes.     

Determinants of IT Usage and New Product Performance*

Explosive growth of information technologies (IT) has prompted interest in examining the role of IT in new product development (NPD). Through desktop software and Web‐based tools, IT has been used to aid idea generation and product testing as well as for NPD activities such as process and portfolio management. Recent research suggests, however, that a gap exists between IT availability and usage. Given the importance of IT in creating business value through the development of new products and services, the present study seeks to identify factors that affect IT usage. Further, anecdotal evidence and conceptual studies intimate that the usage of IT tools for NPD can shorten time to market, can improve product quality, and can increase productivity. However, empirical substantiation of this impact is mostly nonexistent. The current study investigates the relationship between IT usage and two measures of new product performance: speed to market and market performance. Employing a mail‐survey methodology, the study uses data from a sample of practitioner members from the Product Development & Management Association to examine the effect of project risk, existence of a champion, autonomy, innovative climate, IT infrastructure, and IT embeddedness on the extent of IT usage. These data are also used to explore the impact of IT usage on speed to market and market performance. The results indicate that project risk, existence of a champion, and IT embeddedness positively affect the extent of IT usage for NPD. Additionally, IT usage positively and significantly influences the performance of the new product in the marketplace. Surprisingly, and contrary to popular belief, IT usage does not have any impact on speed to market. An important implication of this study is that IT usage influences performance but not in the way managers expect. Specifically, IT usage does not seem to affect speed to market but rather positively impacts the performance of the new product in the marketplace. This result suggests that IT usage in NPD provides far more value to firms than previously thought and provides evidence to support greater investments in IT for product development efforts. Other implications of the study are that unless IT is embedded into the NPD process and champions for IT tools exist, chances are that IT will not be used and its benefits will not be realized.     

The strategic impact of external networks: subsidiary performance and competence development in the multinational corporation

This paper explores the importance of relational embeddedness in external networks as a strategic resource for performance and competence development in multinational corporations (MNCs). Two different types of relational embeddedness at the subsidiary level—business embeddedness and technical embeddedness—are proposed to have an influence on the subsidiary's market performance as well as its importance for competence development in the MNC. Using data on 97 Swedish MNC subsidiaries, five hypotheses are tested in a LISREL model analysis. The results suggest that technical embeddedness has a positive impact on both the subsidiary expected performance and its role in the development of products and production processes in the MNC. Indirectly, through external technical embeddedness, external business embeddedness also influences the sister units' product and process development and subsidiary market performance. Copyright © 2002 John Wiley & Sons, Ltd.     

Market orientation, employee development practices, and performance in logistics service provider firms

Although the utilization of logistics service provider firms is growing exponentially in business-to-business markets, little is known about what enables some of these firms to perform better than others. Building on the resource-based view of the firm, this research proposes that market orientation and certain employee development practices (service-related training, coaching, and empowerment) influence both employee and organizational performance. The hypotheses are tested using data from 123 large logistics service provider organizations. A multi-survey design was utilized wherein managers as well as the frontline service employees who interact directly with customers represented each organization. The findings suggest that (a) market orientation influences organizational and employee performance, (b) coaching moderates both links, (c) service-related training moderates the link with employee performance only, and (d) empowerment does not moderate either link.     

Do Social Media Tools Impact the Development Phase? An Exploratory Study

Over the past two decades, firms have increasingly adopted information technology (IT) tools and services to improve the new product development (NPD) process. Recently, social media tools and/or tools that include social networking features are being utilized to allow users both inside and outside the organization to easily communicate and collaboratively design, manage, and launch new products and services. Unfortunately, there is little empirical evidence to suggest what influence these new IT tools have on NPD performance. Through a project‐level, exploratory, empirical study, the impact of these new IT tools on the development phase of the NPD process is investigated. We find that the use of these new tools is significantly lower than the adoption of traditional IT tools such as e‐mail and computer‐aided‐design. Traditional tools have a significant, positive impact on NPD outcomes, including team collaboration, the concepts/prototypes generated, and management evaluation. Interestingly, new media tools such as project wikis and shared collaboration spaces also have a significant, positive impact on concepts/prototypes generated, and management evaluation. Surprisingly, social networking tools like weblogs and Twitter negatively impact management evaluation while having no impact on NPD team collaboration and concepts/prototypes generated. These results suggest that social networking tools in their current guise are not helpful to the NPD team and may in fact be distracting to innovation management during the development phase.     

Antecedents and Consequences of Information Technology Usage in NPD: A Comparison of Dutch and U.S. Companies*

This study examines information technology (IT) usage for new product development (NPD) in a global context. Specifically, this research seeks to ascertain the factors that influence IT usage and the relationship between IT usage and new product performance in two different countries—the United States and the Netherlands. The interest here is in discovering if, and how, these relationships may be different depending on the country within which the NPD effort is undertaken. Employing a mail survey methodology, the present study uses data from a sample of U.S. practitioner members from the Product Development & Management Association (PDMA) and new product managers from Dutch manufacturing companies to examine the effect of IT infrastructure, IT embeddedness, NPD process formalization, colocation, outsourcing of NPD projects, and length of time on the job on the extent of IT usage. The data are also used to explore the impact of IT usage on speed to market and market performance. The results indicate that IT embeddedness and NPD process formalization positively influence IT usage in both the United States and the Netherlands. Colocation and length of time on the job are negatively associated with IT usage only in Dutch firms. Similarly, outsourcing of NPD projects is positively related to IT usage only in U.S. firms. Finally, IT usage has a positive relationship with speed to market in the Netherlands and with market performance in the United States. An important implication of the present study is that IT usage does impact speed to market and market performance, confirming anecdotal evidence. However, these relationships are not the same in each country. Moreover, the antecedents to IT usage also vary by country. Thus, the precursors and consequences of IT usage in NPD are context specific. Another implication of this research is that unless IT is embedded into the NPD process, it is unlikely that the benefits of IT will come to fruition. Finally, this study suggests that as firms use more globally dispersed teams for NPD and outsource more of their development activities, IT usage is likely to increase to facilitate communication and cooperation.     

Information technology tool use frequency in new product development: The effect of stage-specific use frequency on performance

Drawing from the Resource-based View of the firm and based on prior literature, we examine two organizational factors that top management can control (‘executive champion for IT’ and ‘formalized ROI for IT’) for enhancing information technology (IT) tool use during new product development (NPD). Further, we investigate the subsequent effects of IT tool use on NPD task proficiency and performance. Moreover, research on IT use in NPD has matured enough to suggest that the effect of IT tool use on outcomes should be examined with a decompositional approach in order to flesh out the nuances on consequences. Hence, adopting a phase-based approach, we examine the differences in the effects at three separate NPD stages: discovery, development, and commercialization. The model is empirically tested with data collected from large-sized Japanese firms. The results of structural equation modeling show that executive champion for IT positively influences tool usage in all three stages, and formalized ROI for IT has positive effect on enhancing NPD task proficiency in discovery and development. Further, IT tool use frequency enhances NPD task proficiency with varying effect sizes in all three stages, highest in discovery and lowest in commercialization. Finally, concurring with prior literature, task proficiency is found to affect NPD performance positively. Based on these findings, we discuss theoretical and managerial implications as well as provide specific suggestions for future research.     

Managerial Ties and Firm Innovation: Is Knowledge Creation a Missing Link?

Managerial ties, the personal networks of senior managers, have been found to be facilitators of firm performance because of their network benefits. However, social network theory suggests that managerial ties only play a “conduit” role by providing possibilities and opportunities to approach external resources. How can firms turn these possibilities and opportunities into internal knowledge assets and further transform them into firm innovation? Extant research constructs a direct mechanism for the managerial ties–firm innovation link. The research reported here, however, provides and investigates an indirect ties‐innovation argument where organizational knowledge creation processes, including knowledge exchange and knowledge combination, are mediators. And managerial ties are examined through two traditional dimensions, business ties and political ties. This study employs empirical data from 270 firms in China and uses structural equation modeling techniques to reveal interesting findings. First, the results support the key argument that the influence of managerial ties on firm innovation is indirect. Second, knowledge exchange and knowledge combination are different constructs and the former positively influences the latter. More interestingly, business ties can exert a significant direct impact on both knowledge exchange and knowledge combination, while political ties can only influence knowledge exchange directly. Although both knowledge exchange and knowledge combination impact product innovation directly, only knowledge combination can directly influence process innovation. These findings indicate that the role of political ties is declining, but business ties still have substantial influence on firm innovation in transitional China. Different processes of organizational knowledge creation, such as knowledge exchange and knowledge combination, make distinct contributions to firm innovation. Product innovation, as opposed to process innovation, is more externally oriented and needs more organizational level knowledge creation activities. This article extends the understanding of the ties–innovation link, organizational knowledge creation theory, and firm innovation in a transitional economy by providing a more complete understanding of how firms can access and internalize external resources and then transform them into product innovation and process innovation.     

Drivers of Outsourced Innovation: An Exploratory Study*

The outsourcing of innovation has been on the rise for years, but research in this area lags behind industry practice. Interviews with managers and a theory base grounded in transaction cost analysis are used to guide the development of an exploratory model that details potential drivers of the outsourcing of innovation activities. Using industry‐level data, the proposed model is partially tested using two distinct regression analyses that reveal significant effects both contemporaneously and persisting over time. Several of the proposed drivers of outsourced innovation are shown to be significant, including exploratory research performed and profit margin. The finding that exploratory research performed is significantly related to the outsourcing of innovation activities represents a significant contribution to the innovation and organizational learning literatures. As well, finding a relationship between margins and organizational sourcing fills a gap in the business to business marketing literature. Managerial implications are drawn for both managers of the innovation process in traditional firms and those in firms wishing to garner outsourced innovation contracts. The drivers found to be significant in this study should allow for better resource planning from innovation managers in traditional firms as well as better targeting of perspective clients from firms seeking contract innovation business.     

The impact of aligning business,IT, and marketing strategies on firm performance

In order to succeed in today's competitive business environment, a firm should have a clear business strategy that is supported by other organizational strategies. While prior studies argue that strategic alignment enhances firm performance, either strategic alignment including multiple factors or strategic orientation of firms has received little attention. This study, drawing on contingency theory and configuration theory, investigates the performance impact of triadic strategic alignment among business, IT, and marketing strategies while simultaneously considers strategic orientation of firms. A research model is tested through SEM and MANOVA using data collected in a questionnaire survey of 242 Yemen managers. The findings indicate that (1) triadic strategic alignment has a positive impact on firm performance and (2) there is an ideal triadic strategic alignment for prospectors and defenders. This research contributes to strategic alignment literature and managers' understanding of how to align business, IT and marketing strategies to improve firm performance.     

Differentiating Major and Incremental New Product Development: The Effects of Functional and Numerical Workforce Flexibility*

This study seeks to explain the differential effects of workforce flexibility on incremental and major new product development (NPD). Drawing on the resource‐based theory of the firm, human resource management research, and innovation management literature, the authors distinguish two types of workforce flexibility, functional and numerical, and hypothesize differential effects on NPD outcomes. A large‐scale sample of 284 Dutch firms across various manufacturing goods and business services industries serves to test these hypotheses. The results suggest that functional flexibility positively influences incremental NPD only, internal numerical flexibility negatively influences incremental NPD only, and external numerical flexibility positively influences major NPD only. Thus, differences between major and incremental NPD are grounded in the human resource flexibility of the firm. This complements research that found that such differences lie in critical development activities, learning processes, and capabilities. It also complements product innovation research on flexibility in NPD processes and on flexibility in organizational structures and routines. It extends the resource‐based theory of the firm suggesting that human resource flexibility is part of the dynamic capabilities that allow firms to reconfigure existing competencies. The conclusions imply that managers of manufacturing and service firms may use training and education and create a functional flexible workforce that can progressively enhance incremental NPD outcomes. They may want to avoid paying overtime, because such internal numerical flexibility hampers incremental NPD, but use fixed‐term contracts to expand external numerical flexibility to enhance major NPD.     

The R&D and marketing cooperation across new product development stages: An empirical study of Taiwan's IT industry

This study extends the new product development (NPD) process research to a new environmental context (Taiwan's IT industry) and a new business type (original design manufacturing, ODM). Taiwan's IT industry has achieved a very outstanding performance during the last two decades. The island's experience is quite valuable for those emerging countries that are struggling to transform themselves from producing low-value goods to making high-technology products. After analyzing the data collected from 153 research and development (R&D) and marketing managers in Taiwanese IT firms, this study finds that the higher the perceived importance of R&D-marketing cooperation is, the higher the attained level of R&D-marketing cooperation will be. Consequently, a better NPD performance can be achieved. This study additionally reports that a firm that has adopted a Defender innovation strategy attains a lower level of R&D-marketing cooperation, and has a poorer NPD performance than those firms that adopted either Prospector or Analyzer innovation strategies. Finally, environmental uncertainty has no significant impacts on the perceived importance and the attained level of R&D-marketing cooperation.     

Perceptions of the ethicality of favors at work in Asia: An 11-society assessment

We explore macro-level factors that shape perceptions of the ethicality of favors in Asian workplaces using the subordinate influence ethics (SIE) measure. We also expand and use the crossvergence model to examine the cross-level relationship between socio-cultural (i.e., traditional/secular; survival/self-expression; in-group favoritism) and business ideology influences (i.e., human development level, control of corruption) on perceptions of favor-seeking at work. This study examines the perceptions of a total of 4,325 managers and professionals in a diverse set of 11 Asian societies: China, Hong Kong, India, Indonesia, Malaysia, Pakistan, Singapore, South Korea, Taiwan, Thailand, and Vietnam. Our investigation focuses on both the “softer” (image management) and “harder” (self-serving) sides of subordinate influence attempts to seek favors, as well as the degree of ethical differentiation across these societies. Key results based on hierarchical linear modeling (HLM) suggest that both the World Value Survey’s socio-cultural values as well as in-group favoritism contribute to our understanding of influence behaviors in Asia. Likewise, level of human development and control of corruption also appear to be promising predictors of influence ethics. In sum, our results suggest that widening the scope of the crossvergence conceptualization of socio-cultural and business ideology influences engender a better understanding of differences in attitudes toward subordinate use of favoritism across Asian societies.     

The Performance Impact of Content and Process in Product Innovation Charters

The significance of product innovation charters (PICs) cannot be overemphasized, as they provide understanding and a tool for setting organizational goals, charting strategic direction, and allocating resources for new product portfolios. In a unique way, a PIC represents a sort of mission statement mutation for new products. With the backdrop of strategy formulation and product innovation literatures, this article investigates the impact of both content specificity within PICs and satisfaction with the PIC formulation process on new product performance in North American corporations. A survey was undertaken among executives knowledgeable about their organization's new product development process. The respondents included chief executive officers, vice presidents, directors, and managers. The findings demonstrate that significant differences exist both in PIC content specificity and process satisfaction between highly innovative and low innovative firms. The study also shows that PIC specificity in terms of the factors mission content and strategic directives positively influences new product performance. Further, the study demonstrates that satisfaction with the process of formulating PICs plays a positive and powerful mediating role in the PIC specificity–performance relationship. The results suggest that product innovation charters, like their mission statement cousins, may be of more value than most managers realize. The study shows that achieving a state of organizational satisfaction with a PIC's formulation process is critical for obtaining better new product performance. Directions for future research also are suggested.     

Performance of Global New Product Development Programs: A Resource-Based View

Gaining a competitive edge in today's turbulent business environment calls for a commitment by firms to two highly interrelated strategies: globalization and new product development (NPD). Although much research has focused on how companies achieve NPD success, little of this deals with NPD in the global setting. The authors use resource‐based theory (RBT)—a model emphasizing the resources and capabilities of the firm as primary determinants of competitive advantage—to explain how companies involved in international NPD realize superior performance. The capabilities RBT model is used to test how firms achieve superior performance by deploying organizational capabilities to take advantage of key organizational resources relevant for developing new products for global markets. Specifically, the study evaluates (1) organizational NPD resources (i.e., the firm's global innovation culture, attitude to resource commitment, top‐management involvement, and NPD process formality); (2) NPD process capabilities or routines for identifying and exploiting new product opportunities (i.e., global knowledge integration, NPD homework activities, and launch preparation); and (3) global NPD program performance. Based on data from 387 global NPD programs (North America and Europe, business‐to‐business), a structural model testing for the hypothesized mediation effects of NPD process capabilities on organizational NPD resources was largely supported. The findings indicate that all four resources considered relevant for effective deployment of global NPD process capabilities play a significant role. Specifically, a positive attitude toward resource commitment as well as NPD process formality is essential for the effective deployment of the three NPD process routines linked to achieving superior global NPD program performance; a strong global innovation culture is needed for ensuring effective global knowledge integration; and top‐management involvement plays a key role in deploying both knowledge integration and launch preparation. Of the three NPD process capabilities, global knowledge integration is the most important, whereas homework and launch preparation also play a significant role in bringing about global NPD program success. Tests for partial mediation suggest that too much process formality may be negative and that top‐management involvement requires careful focus.     

Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis

In this article, we propose a competence-based view of value-for-customer in business markets. While literature in both strategy and marketing has provided many insights to understand the competence-based roots of value creation, the interface between the two areas is still largely unexplored. Moreover, while the notions of competence exchange and value creation feature strongly in the relational perspective, they occur only once relationships have been established. This begs the question whether competencies could be developed outside established relationships, and then marketed to guide customers' buying behavior. Basing on three case studies from the yarn manufacturing, IT systems, and automotive components industries, we identify key features of competence-based marketing: the alignment of supplier's competencies with the customer's business processes, the experiential communication of supplier's competencies, and the delivery of competencies to the buyer's business processes. Within the strategies for creating value-for-customers, these findings contribute to the understanding of the use of competencies to induce purchases.     

A global supply chain framework

The relationship between supply chain competencies and performance has been somewhat elusive. The 21st Century Logistics framework, developed at Michigan State University is currently assessed as to its global relevance, particularly relating to performance. A sample of U.S. firms is compared to a sample of Australian and New Zealand firms to assess the robustness of the framework across different business environments as well as to better understand the supply chain competencies/performance relationship. Results suggest that the framework is reasonably robust across environments, although some improvements in future versions of the framework are suggested. Additionally, results confirm that supply chain competencies do lead to improved performance. Interestingly, supply chain competencies appear to be employed in different ways to create different performance advantages across the various business environments.     

Understanding users' performance evaluation of IT solutions

Traditionally, buying center research in business marketing has long focused on the role of various buying center members, including users, in influencing purchasing decisions. Recent studies have also established the important role users play in successfully implementing information technology (IT) initiatives of buying organizations and its influence on future relationships with sellers. Consequently, in order to ensure future business, marketers need users to evaluate their solutions favorably. This study attempts to understand the factors influencing user evaluation of performance of sellers' IT solutions. Based on an inter-disciplinary approach, a model of antecedent factors to explain user evaluation of suppliers IT solutions is proposed and tested. Results gleaned from a survey of 361 users of Internet-based technology in an automotive supply chain indicate that user attitudes toward technology, satisfaction with the new technology, users' overall understanding of supply chain management principles, and job-related consequences influence user evaluation of IT solutions.