Organization and Product Design Pairings: A Review of Product Innovation Capabilities, Conceptualization and Future Directions
Drawing on the Resource-based view of firms and market orientation theory, this paper presents a complementary view of the influence of product innovation capabilities (PICs) on organization and product design pairings. By exploring the influence of three complementary factors; market orientation, organizational form, and managerial strategic decisions, as essential determinants for emergence of architectural pairings, we theorize that PICs lead to better; organization and product design pairings selection, unique customer benefits, market acceptance, significant cost reductions, and new products development, and consequently superior organizational performance. We propose in essence, that PICs significantly shape and determine the success of architectural pairings between organization and product designs, and act as a source of sustainable competitive advantage for organizations. We further identify scope for future research to evaluate measures and validity of product innovation capability dimensions, and the extent of influence of the identified factors on architectural pairings.
The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.
Citation : Mafimisebi, O. P., Obembe, D., and Aluko, O. (2019) Organisation and product design pairings: A review of product innovation capabilities, conceptualization and future directions. Strategic Change,
Peer Reviewed : Yes