{"title":"Is ‘Cutting-Edge’ Good? Assessing Product Newness Factors in Technologically Turbulent Environments","authors":"M. Obal, Todd Morgan, Wesley Friske","doi":"10.1080/08956308.2023.2210054","DOIUrl":null,"url":null,"abstract":"Abstract Overview: Firms are constantly faced with the dilemma of developing products that are both cutting edge and also easily understood by customers. Customers may reject products that diverge too much from prior generations of products, but products that are too similar to prior products may not stand out. We analyzed 423 firms to better understand how both product newness to the firm and product newness to the customer impact NPD performance in varying environments. Our findings highlight that firms are generally effective at innovating on their own, but customers need some turbulence to adopt new innovations that are dissimilar to their prior usage experiences. Firms should continue to innovate and be ready when a turbulent environment provides innovative opportunities.","PeriodicalId":54489,"journal":{"name":"Research-Technology Management","volume":"301 1","pages":"28 - 37"},"PeriodicalIF":1.7000,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Research-Technology Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/08956308.2023.2210054","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract Overview: Firms are constantly faced with the dilemma of developing products that are both cutting edge and also easily understood by customers. Customers may reject products that diverge too much from prior generations of products, but products that are too similar to prior products may not stand out. We analyzed 423 firms to better understand how both product newness to the firm and product newness to the customer impact NPD performance in varying environments. Our findings highlight that firms are generally effective at innovating on their own, but customers need some turbulence to adopt new innovations that are dissimilar to their prior usage experiences. Firms should continue to innovate and be ready when a turbulent environment provides innovative opportunities.
期刊介绍：
RTM is the leading peer-reviewed journal focused on the practice of innovation. We publish articles that map the cutting edge in R&D management, illustrate how management theory can be applied to real-world challenges, and give R&D managers the tools to promote innovation throughout their organizations. RTM publishes both quantitative and rigorous qualitative work, including case studies, descriptions of new practical models, and paradigms for understanding and fostering innovation. We are interested in a wide range of topics in innovation and technology management, including:
• Product development processes and strategy
• R&D portfolio management
• R&D performance metrics
• Management of technical and creative people
• Strategy and innovation
• Global innovation
• Innovation and design, including design thinking
• Innovation and organizational culture
• Innovation and sustainability across the triple bottom line
• New modes of innovation, including business model innovation, corporate entrepreneuring/intrapreneuring, and various forms of open innovation
• Intellectual asset management
• Innovations of manufacturing, including Industry 4.0
• Security, ethical, and legal challenges associated with emerging technologies and innovation nodes
• Emerging trends reshaping R&D and innovation into the future
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