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首页> 外文期刊>Journal of product innovation management >Efficiency and Innovativeness as Determinants of Design Architecture Choices
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Efficiency and Innovativeness as Determinants of Design Architecture Choices

机译：效率和创新是设计架构选择的决定因素

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This study analyzes why firms use both internal and external design, and attempts to understand the determinants of design architecture choices. It is based on the design literature that analyzes the compared benefits of internal, external, and combined design, and it mobilizes the concept of vertical architecture that designates at the level of the firm the configurations of transactional choices along the firm's value chain. The research methodology follows an exploratory multiple case study of fashion triads (manufacturer, designer, and retailer) theoretically sampled according to the design position (internal, external, or combination) relative to the manufacturer and retailer. Data were collected through face-to-face interviews and archival documents. The 31 triad cases were clustered into five industry architectures (IAs). The IAs are characterized as follows. Designer-led architecture, in which the three players are independent, offers an advantage in terms of branding and creativity. Manufacturer-led architecture, in which design is internal to the manufacturer, is recognized in terms of cost-effectiveness and speed of development process. Retailer-led architecture, in which design is internal to retail, offers advantages in terms of speed of development process and fit with market needs. Finally, the two hybrid architectures-licensing designer and designer retailer cobranding-with a combination of internal and external design are recognized in terms of cobranding and innovation. Through this process, the authors identify three determinants of design architecture choices (efficiency, level of fashion innovative-ness, and innovation type) that can be grouped into two main opposing determinants: efficiency and innovativeness. Internal design offers greater efficiency, whereas external design provides increased innovativeness. Efficiency and innovation act in tension, there is no IA that offers both high efficiency and high innovativeness, there is a trade-off effect. But the tension between efficiency and innovativeness can be reconciled by combining internal and external design. Unlike prior literature, this research analyzes vertical choices with regard to choosing among a menu of IAs instead of transactions, and focuses on a distinctly creative activity. External design also offers an "ingredient brand" that end customers may recognize. The authors propose additional research for the generalization of these results.
机译：这项研究分析了为什么公司同时使用内部和外部设计，并试图了解设计架构选择的决定因素。它基于设计文献，该文献分析了内部，外部和组合设计的比较优势，并且动员了垂直体系结构的概念，该概念在公司级别指定了沿着公司价值链的交易选择的配置。该研究方法遵循时尚三合会（制造商，设计师和零售商）的探索性多案例研究，理论上根据相对于制造商和零售商的设计位置（内部，外部或组合）进行抽样。通过面对面的采访和档案文件收集数据。这31个三合会案件被分为五个行业架构（IA）。 IA的特征如下。这三者相互独立的设计师主导架构提供了品牌和创造力方面的优势。制造商主导的体系结构（其设计是制造商内部的）在成本效益和开发过程速度方面得到认可。零售商主导的体系结构，其中设计是零售内部的，在开发过程的速度和满足市场需求方面都具有优势。最后，就联合品牌和创新而言，两种混合架构（许可设计师和设计师零售商联合品牌）以及内部和外部设计的组合得到了认可。通过这一过程，作者确定了设计体系结构选择的三个决定因素（效率，时尚创新程度和创新类型），可以分为两个主要的相对决定因素：效率和创新。内部设计提供更高的效率，而外部设计则提供更高的创新性。效率和创新处于紧张状态，没有提供高效率和高创新性的IA，存在权衡的效果。但是，可以通过将内部和外部设计相结合来解决效率与创新之间的矛盾。与现有文献不同，本研究分析了在IA菜单而非交易菜单中进行选择的垂直选择，并着重于一项独特的创造活动。外部设计还提供了最终客户可能会认识到的“成分品牌”。作者建议对这些结果进行概括的其他研究。

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