Impact of Knowledge Type and Strategic Orientation on New Product Creativity and Advantage in High-Technology Firms†
Impact of Knowledge Type and Strategic Orientation on New Product Creativity and Advantage in High-Technology Firms†
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DOI：
10.1111/j.1540-5885.2012.00992.x
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发表时间：
2013
影响因子：
10.5
通讯作者：
Namwoon Kim;Subin Im;S. Slater
中科院分区：
文献类型：
--
作者：
Namwoon Kim;Subin Im;S. Slater
由于不同类型的知识对新产品的位置优势有不同的影响，与企业的战略定位相一致的知识组合管理是新产品成功的必要条件。然而，以往的研究并没有处理的知识资源和战略实施，影响新产品开发（NPD）。为了填补这一空白，本研究侧重于两个维度的知识类型（知识的复杂性和知识的缄默性）和两种形式的战略导向（技术导向和市场导向），影响的位置优势的决定因素的新产品开发的成果。本研究以资源基础理论为基础，解释这些知识与策略导向变数如何影响新产品创造力，而新产品创造力包含新产品的新颖性与有意义的特性。最后，它演示了这两个维度的新产品创意差异化提供的产品优势，客户满意度和产品差异化，从而导致上级新产品的性能。一个概念框架的开发和提供相关的假设，将研究变量，并测试它们之间的关系，在一个样本的基础上收集的数据，从100个美国高科技公司的营销和项目经理。路径分析的模型估计结果表明，依赖高缄默性知识损害意义，而依赖高复杂性知识增加新产品的新奇和意义。市场导向和技术导向分别提高了新产品的意义性和新奇性。新产品的新奇和有意义性被证明可以增强新产品在产品差异化和顾客满意度方面的优势，这两者都有助于新产品的绩效。市场导向与知识复杂度、技术导向与知识缄默度的组合使用对新产品的新奇和意义性均有正向影响。本研究运用产品层次分析法，阐明了企业不同的知识属性和战略导向是如何作为新产品创造力的源泉发挥作用的，以及新产品创造力作为一种宝贵而稀有的资源是如何增强新产品优势的。研究结果表明，项目/产品经理应通过激励新产品开发团队成员之间的组织内知识共享，提高非结构化知识的可转移性和可编码性，并应促进技术和市场导向的做法，以充分发挥新产品的创造力。
As different types of knowledge may have different effects on new product positional advantage, knowledge portfolio management in concert with the firm's strategic orientation is indispensable for new product success. However, previous research has not dealt with the knowledge resources and strategic implementations that affect new product development (NPD). To fill in this gap, the current study focuses on two dimensions of knowledge type (knowledge complexity and knowledge tacitness) and two forms of strategic orientation (technological orientation and market orientation), which influence the positional advantages as determinants of NPD outcomes. Drawing on the resource-based view, this study explains how these knowledge and strategic orientation variables influence new product creativity, which comprised the novel and meaningful characteristics of new products. Finally, it demonstrates how these two dimensions of new product creativity differentially provide product advantages in terms of customer satisfaction and product differentiation, which lead to superior new product performance. A conceptual framework is developed and the related hypotheses provided to incorporate the study variables and to test their relationships in a sample based on data collected from both marketing and project managers from 100 U.S. high-technology firms. The model estimation results from path analysis demonstrate that reliance on knowledge of high tacitness harms meaningfulness, while reliance on knowledge of high complexity increases both novelty and meaningfulness of new product. As expected, market orientation and technological orientation improve the meaningfulness and novelty dimensions of the new product, respectively. New product novelty and meaningfulness are shown to enhance new product advantage in terms of product differentiation and customer satisfaction, both of which contribute to new product performance. It is also found that the combinative use of market orientation and knowledge complexity, and technological orientation and knowledge tacitness positively influence both the novelty and meaningfulness of new products. This study, using the product-level analysis, contributes to the literature by clarifying how the firm's different knowledge properties and strategic orientations both play a role as a source of new product creativity, and how new product creativity, as a valuable and rare resource, enhances new product advantage. The study results suggest that project/product managers should increase the transferability and codifiability of unstructured knowledge by stimulating intraorganizational knowledge sharing among NPD team members, and that they should promote both technology and market-orientated practices to fully develop creativity of new products.