MARKET ORIENTATION, TECHNOLOGY ORIENTATION AND PRODUCT INNOVATION SUCCESS: INSIGHTS FROM CoPS

2014 ◽  
Vol 18 (04) ◽  
pp. 1450020 ◽  
Author(s):  
JING LIU ◽  
JINGQIN SU
Keyword(s):  
Market Orientation ◽  
Product Innovation ◽  
Empirical Test ◽  
Single Case ◽  
High Tech ◽  
Fuzzy Front End ◽  
Front End ◽  
Study Results ◽  
Technology Orientation

This study explores how market orientation and technology orientation within fuzzy front end phases affect product innovation success in complex products and systems (CoPS) industry research and development (R&D) organisations. A sequential qualitative–quantitative mixed method was used with a single case study and a questionnaire survey. The case study results show mix effects of market orientation and technology orientation on CoPS innovation success within fuzzy front end phases. The empirical test results show that a market orientation facilitates both low-tech and high-tech CoPS innovation success and offer great benefits to mainstream customers. A technology orientation is beneficial to high-tech CoPS innovation success but has no impact on low-tech CoPS innovation success. The results have significant implications for CoPS firm strategies to facilitate product innovations and achieve competitive advantages.

scholarly journals The Da’wah Messages as the Spiritual Marketing Approach of Islamic Fashion E-Commerce at HIJUP.COM

2021 ◽  
Vol 15 (1) ◽  
pp. 125-137
Author(s):  
Melly Maulin Purwaningwulan
Keyword(s):  
Single Case ◽  
Case Study Research ◽  
High Tech ◽  
Snowball Sampling ◽  
Visual Elements ◽  
Study Results ◽  
Message Structure ◽  
Brand Ambassadors ◽  
Order Of Presentation

Indonesian Muslim consumers are looking for functional and emotional benefits in products and seeking spiritual blessings. This trend is a challenge for Islamic fashion e-commerce in promoting its products. This study uses a qualitative approach with the type of single case study research methods. The subject of this research is Islamic fashion e-commerce HIJUP.com. Researchers selected informants in the study using purposive sampling and snowball sampling techniques. Researchers used two analysis methods in case of breakdowns: an analysis based on theoretical propositions and developing case descriptions. The study results show that in Islamic fashion e-commerce, HIJUP.com contains the contents of da’wah messages, precisely, Look Good, Feel Good, Do Good. The da’wah message includes a philosophy that leads to obedience to Allah SWT concept. The message structure uses conclusion drawing and order of presentation. The message display in HIJUP.com is high-tech but straightforward techniques. The message format is unique, with interests in story or narrative and visual elements. The source of the message uses brand ambassadors, influencer marketing, and also buzzers. The study concludes that the da’wah message conveyed by Islamic fashion e-commerce includes aqidah, sharia, and morals that focus on obedience to Allah SWT, not in the preaching style while inspiring to empower Muslim women.

A multi-layer cellular automata approach for algorithmic generation of virtual case studies: VIBe

2010 ◽  
Vol 61 (1) ◽  
pp. 37-45 ◽  
Author(s):  
R. Sitzenfrei ◽  
S. Fach ◽  
H. Kinzel ◽  
W. Rauch
Keyword(s):  
Boundary Conditions ◽  
Case Studies ◽  
Real World ◽  
New Technologies ◽  
Single Case ◽  
Software Tool ◽  
Simulation Software ◽  
Data Availability ◽  
Study Results

Analyses of case studies are used to evaluate new or existing technologies, measures or strategies with regard to their impact on the overall process. However, data availability is limited and hence, new technologies, measures or strategies can only be tested on a limited number of case studies. Owing to the specific boundary conditions and system properties of each single case study, results can hardly be generalized or transferred to other boundary conditions. virtual infrastructure benchmarking (VIBe) is a software tool which algorithmically generates virtual case studies (VCSs) for urban water systems. System descriptions needed for evaluation are extracted from VIBe whose parameters are based on real world case studies and literature. As a result VIBe writes Input files for water simulation software as EPANET and EPA SWMM. With such input files numerous simulations can be performed and the results can be benchmarked and analysed stochastically at a city scale. In this work the approach of VIBe is applied with parameters according to a section of the Inn valley and therewith 1,000 VCSs are generated and evaluated. A comparison of the VCSs with data of real world case studies shows that the real world case studies fit within the parameter ranges of the VCSs. Consequently, VIBe tackles the problem of limited availability of case study data.

scholarly journals HOW DO FIRMS OPEN UP THE FRONT-END OF SERVICE INNOVATION? A CASE STUDY OF IT-BASED SERVICE FIRMS IN THAILAND

2018 ◽  
Vol 22 (01) ◽  
pp. 1850010 ◽  
Author(s):  
BUNDIT THANASOPON ◽  
THANOS PAPADOPOULOS ◽  
RICHARD VIDGEN
Keyword(s):  
Service Innovation ◽  
Service Firms ◽  
Management Support ◽  
Online Service ◽  
Top Management Support ◽  
Fuzzy Front End ◽  
Front End ◽  
Multiple Case ◽  
Key Dimensions

This paper focusses on the openness in the front-end phase of service innovation and its impact on innovation success. The early stages of innovation are fuzzy and unstructured, thus often being called “fuzzy front-end” (FFE) by scholars. The FFE begins when an opportunity is considered worthy of further ideation, exploration, and assessment and ends when a firm decides to invest in — or terminate — an idea. Although openness has been identified as pivotal to innovation performance, little effort has been put into exploring its role in the early phase of innovation. By drawing on the data of a multiple case study in Thai online service firms, we are able to identify four key dimensions of FFE openness competence: prior related knowledge, top management support, the presence of workable prototype, and slack resource. Furthermore, we found three openness activities that often take place in the FFE phase of successful online service innovation, i.e., external search, inter-firm partnerships and customer experimentation. From a managerial perspective, our study provides useful insights to innovation managers aiming at enhancing front-end performance through openness.

R&D/Marketing Interface in a Firm's Capability-Building Process: Evidence from Pharmaceutical Firms

1997 ◽  
Vol 01 (01) ◽  
pp. 23-52 ◽  
Author(s):  
Qing Wang
Keyword(s):  
Product Innovation ◽  
Conceptual Development ◽  
Innovation Process ◽  
Pharmaceutical Firms ◽  
Building Process ◽  
Study Results ◽  
Capability Building ◽  
Specific Project ◽  
Project Level

A considerable number of studies have been assembled over the last decade on the management of the R&D/marketing interface in product innovation. Most of these studies focus on the R&D/marketing interface as a self-contained unit of analysis, offering little explanation of the interface's contribution to a firm's competence building in ways essential to innovation success. This paper is based upon research that demonstrates that the importance of the R&D/marketing interface lies in its dynamic capability in influencing the direction of product development projects towards enhancing existing, or building new, competencies. The case study results show that the shared tasks performed by R&D and marketing departments are concentrated in three areas, i.e. corporate conceptual development (CCD), product conceptual development (PCD) and project implementation (Ip). The results reveal that the performance of the cross-functional team in general, and the R&D/marketing interface in particular, during a project's implementation, is heavily dependent on earlier activities in the areas of CCD and PCD. The former usually involves a sustained period of company-wide strategic preparation, which may or may not be directly targetted at a specific project, whilst the latter refers to previous co-operative experience at the project level. The evidence shows that, even when top management attempts to build an instant platform (e.g. by means of heavyweight project management), in the absence of such earlier activities, the effectiveness of this kind of platform has been far from satisfactory, thus pinpointing the vital importance of learning-before-doing in the innovation process.

A Case Study of the Mediating Role of Innovation on the Relationship Between Environmental Uncertainty, Market Orientation, and Firm Performance

2016 ◽  
Vol 13 (06) ◽  
pp. 1750003 ◽  
Author(s):  
Cevahir Uzkurt ◽  
Halil Semih Kimzan ◽  
Cengiz Yılmaz
Keyword(s):  
Firm Performance ◽  
Market Orientation ◽  
Product Innovation ◽  
Environmental Uncertainty ◽  
Mediating Effect ◽  
Hierarchical Regression ◽  
Mediating Role ◽  
The Relationship

In recent years, environmental uncertainty and market orientation have been considered key elements of superior firm performance. Although environmental uncertainty and market orientation may affect firm performance, innovation also mediates these effects. In this study, a conceptual model was developed to test the mediating effect of innovation on the relationships between these constructs. Data for the study were collected from Turkey’s Top 500 Companies. Hierarchical regression and multiple regression analyses were employed to test the research hypotheses. The findings of the study revealed that the direct effects of environmental uncertainty and innovation on firm performance were statistically significant, although the effect of market orientation was not. The results obtained from the present study seem to indicate a possible “dual effect” of market orientation on firm performance. The results also indicated that innovation, especially product innovation, mediates the relationship between environmental uncertainty and firm performance. The findings indicate that innovation, especially product innovation, is critical for firm performance.

Research on User's Need Acquisition Method of Fuzzy Front End for Technology-Driven

2014 ◽  
Vol 933 ◽  
pp. 835-839
Author(s):  
Xiang Dong Li ◽  
Xiao Rong Hao ◽  
Yu Jie Ma ◽  
Lu Kui Shi
Keyword(s):  
Product Innovation ◽  
Process Model ◽  
Market Analysis ◽  
Hybrid Form ◽  
Fuzzy Front End ◽  
Technology Roadmap ◽  
Front End ◽  
Demand Pull ◽  
User Demand ◽  
Acquisition Method

In order to solve the problem of transforming high-quality idea into users' needs, a process model obtaining user demand for fuzzy front end was proposed, which was applied to product innovation design process of pneumatic butterfly valve. This process model covered the key businesses, such as market analysis of the goal, needs analysis, idea analysis, needs evaluation and needs determination, etc. Needs characteristic of user has been discussed in detail. Three kinds of need patterns of demand pull, technology-driven and hybrid form have been analyzed. Pointed out the hierarchical needs structure, function structure diagram and technology roadmap are the key technologies of acquiring user demand.

scholarly journals REASONING IN THE FUZZY FRONT END OF INNOVATION: FRAMING THE PRODUCT DNA

2018 ◽  
Vol 22 (05) ◽  
pp. 1840001
Author(s):  
LOUISE MØLLER HAASE ◽  
LINDA NHU LAURSEN
Keyword(s):  
Decision Making ◽  
Case Studies ◽  
Product Innovation ◽  
Main Product ◽  
Product Concept ◽  
Fuzzy Front End ◽  
Front End ◽  
Main Challenge ◽  
Innovative Products ◽  
Difficult Challenge

Designing a remarkable product innovation is a difficult challenge, which businesses today are continuously striving to tackle. This challenge is particularly present in the fuzzy front end of innovation, where the main product concept, the DNA of the innovation, is determined. A main challenge in the fuzzy front end is the reasoning process: innovation teams are faced with open-ended, ill-defined problems, where they need to make decisions about an unknown future but have only incomplete, ambiguous and contradicting insights available. We study the reasoning of experts, how they frame to make sense of all the insights and create a basis for decision-making in relation to a new project. Based on case studies of five innovative products from various industries, we propose a Product DNA model for understanding the reasoning in the fuzzy front end of innovation. The Product DNA Model explains how experts reason and what direct their reasoning.

Spin-in and spin-out for growth – On the acquisition and divestiture of high-tech firms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christina Öberg
Keyword(s):  
Single Case ◽  
Secondary Data ◽  
Study Data ◽  
High Tech ◽  
Strategic Decisions ◽  
Resource Based View ◽  
Content Type ◽  
Company Growth ◽  
A Company

PurposeThis paper describes and discusses company spin-ins and spin-outs as a means to understand company growth in a dynamic context. The following question is asked: How can growth be understood in spin-ins and spin-outs of innovative firms? The paper suggests return on capabilities as a measure to understand growth in an open innovation context.Design/methodology/approachThe empirical part of the paper consists of a single case study. Data was captured through interviews and secondary data sources.FindingsThe paper points to that resources alone do not explain strategic decisions by a company and how spin-ins and spin-outs result from the need for capabilities, changes in business foci and temporary solutions to deal with overcapacities or lack of alternatives.Originality/valueThe paper contributes to research by discussing contemporary issues in strategy and innovation and relating them to the resource-based view and the growth of the firm. Spin-outs, and acquisitions and divestitures as interlinked events have rarely been focused on in the literature, while they remain frequent phenomena in practice.

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