Abstract
Purpose
The purpose of this paper is to propose a modular product design system and a product development roadmap (PDR), which can help to improve modular design (MD) and product innovation capabilities, respectively. Their relationships with product newness (PN) and new product performance are also assessed.
Design/methodology/approach
The proposed model was tested through structural equation modelling using data from a survey of 153 manufacturers in the electronic and electrical appliance industries in China.
Findings
The findings reveal that the proposed modular product design system and PDR can improve MD and product innovation capabilities. The authors also explore the conflicting relationships of MD and product innovation capability with PN.
Research limitations/implications
The findings contribute to the literature by showing that MD can constrain PN while product innovation can improve it. The study provides new empirical evidence of these relationships and has strategic implications. In addition, this study identifies two product development techniques that can improve MD and innovation capability, respectively.
Originality/value
The authors provide new evidence of the relationship between MD and innovation capability at product level, and confirm a side effect of pursuing both in terms of new product development. Through empirical testing, the authors first verify two product development techniques for implementing modular product design and product innovation.
Subject
Industrial and Manufacturing Engineering,Strategy and Management,Computer Science Applications,Control and Systems Engineering,Software
Reference145 articles.
1. Product innovativeness and entry strategy: impact on cycle time and break‐even time;Journal of Product Innovation Management: An International Publication of the Product Development & Management Association,1995
2. Estimating non-response bias in mail surveys;Journal of Marketing Research,1977
3. An exploratory analysis of the impact of market orientation on new product performance;Journal of Product Innovation Management,1995
4. Resolving the capability – rigidity paradox in new product innovation;Journal of Marketing,2005
Cited by
9 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献