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首页> 外文期刊>Journal of product innovation management >Understanding a Two-Sided Coin: Antecedents and Consequences of a Decomposed Product Advantage
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Understanding a Two-Sided Coin: Antecedents and Consequences of a Decomposed Product Advantage

机译：了解两面硬币：产品优势分解的前因和后果

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This paper investigates the antecedents and consequences of two product advantage components: product mean-ingfulness and product superiority. Product meaningfulness concerns the benefits that users receive from buying and using a new product, whereas product superiority concerns the extent to which a new product outperforms competing products. The present paper argues that scholars and managers should make a deliberate distinction between the two components because they are theoretically distinct and also have different antecedents and consequences. Data were collected through an online survey on 141 new products from high-tech companies located in The Netherlands. The results reveal that new products need to be meaningful as well as superior to competing products to be successful. This finding is consistent with the prevailing aggregate view on product advantage in the literature. However, the results also show that the effects of the two components on new product performance are moderated by market turbulence. Although each component is important in that it forms a necessary precondition for the other to affect new product performance under circumstances of moderate market turbulence, meaningfulness is most important for new product performance in turbulent markets where preferences have not yet taken shape. In contrast, when markets become more stable, the uniqueness of meaningful attributes decreases, and new products that provide advantage by fulfilling their functions in a way that is superior to competing products are more likely to perform well. In addition, the study shows that the firm's customer and competitor knowledge processes independently lead to product meaningfulness and superiority, respectively. The findings also reveal that under conditions of high technological turbulence the customer and competitor knowledge processes complement each other in creating product meaningfulness and superiority. This implies that the level of technological turbulence puts requirements on the breadth of firms' market knowledge processes to create a new product with sufficient advantage to become successful. The paper concludes that neglecting the distinction between product meaningfulness and superiority when assessing a new product's advantage may lead to an incomplete insight on how firms can improve the performance of their new products.
机译：本文研究了两个产品优势组件的前因和后果：产品有意义和产品优势。产品有意义性关系到用户从购买和使用新产品中获得的收益，而产品优势关系到新产品胜过竞争产品的程度。本文认为，学者和管理者应在这两个组成部分之间进行仔细区分，因为它们在理论上是截然不同的，并且具有不同的前因和后果。通过在线调查收集了来自荷兰高科技公司的141种新产品的数据。结果表明，新产品不仅要有意义，而且要优于竞争产品才能成功。这一发现与文献中关于产品优势的普遍观点一致。但是，结果还表明，市场动荡减轻了这两种成分对新产品性能的影响。尽管每个组件都很重要，因为它在适度市场动荡的情况下构成了另一个组件影响新产品性能的必要前提，但有意义的意义对于尚未形成偏好的动荡市场中的新产品性能最为重要。相反，当市场变得更加稳定时，有意义属性的唯一性就会降低，而通过以优于竞争产品的方式履行其职能而提供优势的新产品则更有可能表现良好。此外，研究表明，公司的客户和竞争对手的知识流程分别独立地导致了产品的意义和优势。研究结果还表明，在技术动荡的情况下，客户和竞争对手的知识流程在创造产品的意义和优势方面是相辅相成的。这暗示着技术动荡的程度对企业的市场知识过程的广度提出了要求，以创造具有足够优势的新产品以取得成功。本文得出的结论是，在评估新产品的优势时忽略产品意义和优势之间的区别可能会导致对企业如何改善其新产品性能的不完整见解。

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  • 来源
    《Journal of product innovation management》 |2011年第1期|p.33-47|共15页
  • 作者

    Serge A. Rijsdijk; Fred Langerak; Erik Jan Hultink;

  • 作者单位

    Rotterdam School of Management, Erasmus University, P.O. Box 1738, 3000 DR Rotter- dam, The Netherlands;

    rnDepartment of Innovation, Technology Entrepre- neurship and Marketing in the School of Industrial Engineering at Eindhoven University of Technology in The Netherlands;

    rnDelft University of Technology in The Netherlands;

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