• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of product innovation management >Managing the Trade-off between Ambiguity and Volatility in New Product Development
【24h】

Managing the Trade-off between Ambiguity and Volatility in New Product Development

机译：管理新产品开发中的歧义性和波动性之间的权衡

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Uncertainty is widely recognized to be a key contingency influencing optimal new product development processes. However, extant new product research treats uncertainty in a largely unidimensional manner. Even in studies where multiple dimensions of uncertainty are measured, they are hypothesized to behave in a similar manner. This paper advances a theory describing how ambiguity and volatility place different and conflicting demands on new product development processes. Drawing on ideas from the organization theory and learning literatures, the theory suggests that more ambiguous environments favor slower development processes based on larger samples of data and interpretations whereas more volatile environments favor faster and more flexible development processes. Five hypotheses are advanced suggesting that as the level of ambiguity increases (decreases) relative to the level of volatility, firms should respond by decreasing (increasing) the role of top management in new product development, increasing (decreasing) front-end and back-end participation, allocating more (less) time and effort to ideation, and using more (less) aggressive screening processes. Some of these hypotheses are highly intuitive (participation and screening) while others are counterintuitive (top management involvement and screening aggressiveness). The theory is tested using primary data on the development of 120 new products and their subsequent performance collected from firms in U.S. manufacturing industries. The data largely confirm the hypotheses and provide strong evidence of a trade-off between ambiguity and volatility that can be managed to improve new product performance. The exception is back-end participation, which should be lower in relatively more ambiguous environments, in contrast to the hypothesis. A comparison with three alternative models shows that ambiguity generally has a larger impact on appropriate new product development processes and success than either the level of volatility or the overall level of environmental uncertainty. A detailed examination of the estimated relationships shows that for ideation and screening, the relative level of ambiguity and volatility determines optimal new product development processes, whereas for top management involvement and participation, processes can be designed based primarily on the level of ambiguity alone, with less concern over the degree of volatility. The study highlights the importance of considering the composition of uncertainty in addition to its overall level in contingent approaches to new product development. Real-world examples of highly ambiguous and highly volatile new product development contexts are discussed.
机译：不确定性被公认为是影响最佳新产品开发过程的关键偶然性。但是，现有的新产品研究在很大程度上以一维方式处理不确定性。即使在测量了不确定性的多个维度的研究中，也假设它们的行为类似。本文提出了一种理论，描述了歧义性和易变性如何对新产品开发过程提出不同且相互冲突的需求。借鉴组织理论和学习文献的思想，该理论表明，基于较大的数据和解释样本，较模糊的环境倾向于较慢的开发过程，而波动性较大的环境则有利于更快，更灵活的开发过程。提出了五个假设，表明随着歧义程度相对于波动程度的增加（减少），企业应通过减少（增加）新产品开发中高层管理人员的作用，增加（减少）前端和后端的作用来做出响应。结束参与，分配更多（更少）时间和精力进行构思，并使用更多（更少）积极的筛选过程。其中一些假设是高度直观的（参与和筛选），而另一些则是违反直觉的（高层管理人员参与和筛选积极性）。使用关于120种新产品开发的初步数据以及从美国制造业企业中收集的后续性能的原始数据对这一理论进行了测试。数据在很大程度上证实了这一假设，并提供了有力的证据表明歧义性和波动性之间可以进行权衡，从而可以改善新产品的性能。例外是后端参与，与假设相反，后端参与在相对较模糊的环境中应较低。与三种替代模型的比较表明，歧义性通常对适当的新产品开发过程和成功的影响大于波动性水平或环境不确定性的总体水平。对估计关系的详细检查表明，对于构想和筛选，模糊性和波动性的相对水平决定了最佳的新产品开发流程，而对于高层管理人员的参与和参与，可以仅基于模糊性水平来设计流程，并且对波动程度的关注较少。该研究强调了在不确定性的新产品开发方法中，除了不确定性的整体水平以外，还必须考虑不确定性的组成。讨论了高度模棱两可和高度易变的新产品开发环境的真实示例。

著录项

  • 来源
    《Journal of product innovation management》 |2012年第6期|p.1061-1081|共21页
  • 作者

    Stephen J. Carson; Tao Wu; William L. Moore;

  • 作者单位

    David Eccles School of Business, University of Utah, 1655 East Campus Drive, Salt Lake City 84112, Utah;

    College of Business Administration, California State University, Long Beach;

    Oklahoma State University and his Ph.D. from Purdue University;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号