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首页> 外文期刊>Journal of Business Research >Two paths to organizational effectiveness - Product advantage and life-cycle flexibility
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Two paths to organizational effectiveness - Product advantage and life-cycle flexibility

机译：组织有效性的两条途径-产品优势和生命周期灵活性

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摘要

Successful organizations develop marketplace advantages over rivals. To do so, many companies strive to develop processes and routines that allow them to regularly develop innovative offerings. However, due to marketplace dynamics, product advantage is often fleeting. To cope, some organizations concentrate on developing an ability to quickly modify existing products in response to marketplace changes (i.e., life-cycle flexibility). Both new product development (NPD) and product adaptation provide ways in which organizations can deliver value to consumers. However, research suggests that they may require different sets of resources. As a result, managers are faced with a formidable task-how to use their limited resources to develop new market offerings and to adapt existing ones to changing environments. We propose that an organization's NPD capability provides a mechanism by which firms can improve both product advantage and life-cycle flexibility. To examine this thesis, we develop and test a model, using data from over 180 hotels, that hypothesizes two routes by which an organization's NPD capability enables it to improve organizational effectiveness, i.e., by improving its product advantage and its life-cycle flexibility. The findings provide support for the hypothesized role of NPD capability.
机译：成功的组织会在市场上超越竞争对手。为此，许多公司都在努力开发能够使他们定期开发创新产品的流程和例程。但是，由于市场动态，产品优势通常会暂时消失。为了应对，一些组织专注于开发能力以响应市场变化而快速修改现有产品（即生命周期灵活性）。新产品开发（NPD）和产品适应性都提供了组织为消费者提供价值的方式。但是，研究表明，它们可能需要不同的资源集。结果，经理们面临着艰巨的任务，即如何利用有限的资源来开发新的市场产品，并使现有产品适应不断变化的环境。我们建议组织的NPD能力提供一种机制，使公司可以同时提高产品优势和生命周期灵活性。为了检验本论文，我们使用来自180多家酒店的数据开发并测试了一个模型，该模型假设了组织的NPD能力使其能够提高组织效率（即通过提高其产品优势和生命周期灵活性）的两条途径。这些发现为NPD功能的假设作用提供了支持。

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