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Product Variety Strategy for Improving Product Development Proficiencies

Kim, Jung-Yoon, Wong, Veronica, Eng, Teck-Yong (2005) Product Variety Strategy for Improving Product Development Proficiencies. Technovation, 25 (9). pp. 1001-1015. ISSN 0166-4972. (doi:10.1016/j.technovation.2004.02.011) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/j.technovation.2004.02.0...

Abstract

Based on a cross-industry sample of 103 Korean manufacturers, this study examines the role of new product development proficiencies for platform and derivative projects. The results of this study show that companies pursuing a higher degree of platform-based product variety perceive that they have to more proficiently execute process-planning, marketing, and technical activities for the platform project to improve product family technical success compared to companies emphasizing a lower degree of platform-based product variety. However, only superior execution of marketing activities for derivative projects appear to facilitate product family technical success. Our results stress the primacy of marketing capabilities, relative to process-planning and technical proficiencies, in improving product family technical performance. Mediational regression analyses suggest that, for higher product variety firms, commercial success of the product family may not be conditional upon superior execution of these activities relative to their lower product variety counterparts. The article concludes with discussion of implication for practice, theory and research.

Item Type: Article
DOI/Identification number: 10.1016/j.technovation.2004.02.011
Uncontrolled keywords: New product development performance, Product-variety, Commerce, Competition, Marketing, Project management, Regression analysis, Societies and institutions, Strategic planning, Consumer preference, New product development performance, Plat-form based products, Product-variety, Product development
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 09 Jan 2013 16:52 UTC
Last Modified: 29 May 2019 09:54 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32830 (The current URI for this page, for reference purposes)
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