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The Contribution of In-house and External Design Activities to Product Market Performance

机译：内部和外部设计活动对产品市场绩效的贡献

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摘要

Design may be seen as one of several key factors contributing to new product development, along with research and development, marketing, manufacturing, purchasing, etc. More and more, creative design comes to the fore, and many companies believe that superior design will be the key to winning customers. It has the ability to create corporate distinctiveness and also possesses the potential to give a product an individual or new look. Furthermore, the model of open innovation suggests that firms can and should use external and internal knowledge flows in order to create valuable ideas, and also internal and external paths to the market. Also, in the design process, a common trend toward external design skills has emerged in recent years. Due to cost and control factors, firms are increasingly outsourcing design activities. By using a sample of Belgian companies, this paper explores the contribution of design activities to product market performance. While there is mounting evidence that design can be seen as a strategic tool to successfully spur sales of new product developments at the firm level, the topic of design innovation has not yet been linked to the open innovation concept. In this paper, it is empirically tested whether design activities conducted in house differ in their contribution to new product sales from externally acquired design. So, do design activities that have been developed only with internal resources lead to a greater success than those that have been carried out with external sources of knowledge? Using a large cross-section of manufacturing and service firms, the effects on sales of products new to the market and of imitations or significantly improved products of the firm are investigated. At first glance, the findings indicate that externally acquired design is not superior to in-house design activities: the results show that only design activities that are mainly conducted with internal knowledge sources play a crucial role regarding the product innovation's success with market novelties. Design conducted in collaboration with external partners, however, has no significant influence. This is not the case for imitations, that is, products only new to the firm. Their success is also influenced by design activities developed with external collaborators. This effect is robust for several modifications of the model specification. In contrast to earlier literature on new technological developments, this paper argues that external design may not affect the sales of market novelties as the "market news" may spill over quickly to rivals through common suppliers including external designers.
机译：设计可能被视为促成新产品开发的几个关键因素之一，包括研发，市场营销，制造，采购等。越来越多的创意设计脱颖而出，许多公司都认为卓越的设计将成为现实。赢得客户的关键。它具有创造公司独特性的能力，还具有赋予产品个性化或新外观的潜力。此外，开放式创新模型表明，企业可以并且应该利用外部和内部的知识流来创造有价值的想法，以及进入市场的内部和外部路径。而且，在设计过程中，近年来出现了一种外部设计技能的共同趋势。由于成本和控制因素，公司越来越多地将设计活动外包。通过使用比利时公司的样本，本文探索了设计活动对产品市场绩效的贡献。尽管越来越多的证据表明设计可以被视为成功地促进公司一级新产品开发的销售的战略工具，但设计创新的话题尚未与开放式创新概念联系在一起。在本文中，通过实证检验了内部进行的设计活动对新产品销售的贡献与外部获取的设计是否有所不同。那么，仅使用内部资源开发的设计活动是否会比使用外部知识源进行的设计活动取得更大的成功？使用大范围的制造和服务公司的横截面，研究了新产品对市场销售的影响以及公司的模仿产品或显着改进的产品。乍一看，这些发现表明外部获得的设计并不优于内部设计活动：结果表明，只有主要利用内部知识源进行的设计活动才对产品创新和市场新颖性的成功起关键作用。但是，与外部合作伙伴合作进行的设计没有重大影响。模仿不是这种情况，也就是说，对于公司而言只是新产品。他们的成功还受到外部合作者开展的设计活动的影响。对于模型规范的多次修改，此效果是可靠的。与较早的有关新技术发展的文献相反，本文认为外部设计可能不会影响市场新颖性的销售，因为“市场新闻”可能会通过包括外部设计师在内的普通供应商迅速扩散到竞争对手。

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  • 来源
    《Journal of product innovation management》 |2012年第5期|p.878-895|共18页
  • 作者

    Dirk Czarnitzki; Susanne Thorwarth;

  • 作者单位

    Katholieke Universiteit Leuven, Faculty of Business and Economics, Naamsestraat 69, 3000 Leuven, Belgium;

    Katholieke Universiteit Leuven, Faculty of Business and Economics, Naamsestraat 69, 3000 Leuven, Belgium;

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