Challenges of managing the development of breakthrough products in Japan |
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| Authors: | X Michael Song Mark E Parry |
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| Institution: | a Department of Marketing and Supply Chain Management, Michigan State University, N334 North Business Complex, East Lansing, MI 48824-1122, USA;b The Darden School, University of Virginia, USA |
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| Abstract: | We propose a contingency model and hypothesize that increases in product innovativeness weaken the influence of product synergies and development proficiencies on product performance. We incorporate these hypotheses in a path model linking measures of product synergy, development proficiency, product competitive advantage, and product performance. We test the model using data from Japan on 412 high-innovativeness projects and 375 low-innovativeness projects. We find that product innovativeness weakens three key relationships that determine new product success: (i) the impact of technical synergy on technical proficiency, (ii) the impact of technical proficiency on product competitive advantage, and (iii) the impact of product competitive advantage on new product success. |
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| Keywords: | Measurement and methodology Innovation Product development Technology management International issues |
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