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Unfolding design and technology for superior sales growth under moderating effect of technological environment

Shilpa Parkhi (Symbiosis Institute of Business Management Pune, Symbiosis International (Deemed University), Pune, India)
Kiran Karande (Symbiosis School of Banking and Finance Pune, Symbiosis International (Deemed University), Pune, India)
Prashant Barge (Symbiosis Institute of Business Management Pune, Symbiosis International (Deemed University), Pune, India)
H.M. Belal (Liverpool Business School, Liverpool John Moores University, Liverpool, UK) (Woxsen School of Business, Hyderabad, India)
Cyril R.H. Foropon (Department of Entrepreneurship and Strategy, Montpellier Business School, Montpellier, France)

Journal of Enterprise Information Management

ISSN: 1741-0398

Article publication date: 30 November 2022

27

Abstract

Purpose

Firms use design capability across the globe to compete and increase sales, e.g. Apple. However, the payoff from design know-how has been overlooked thus far. Academic research lags in this space despite the intersection of sales, technology and design in practice. This paper provides researchers and managers with implications of the interplay between design capability and technological market conditions to enhance a firm's sales.

Design/methodology/approach

Firms' capability design, and sales impact have been studied in this paper across different technological market conditions. Primary technological conditions of the industry under which firms operate are captured, which are technological intensity (TI), technological competitive intensity (TCI) and technological maturity (TM). Their interplay has been studied using panel data analysis, examining fixed and random effects.

Findings

Design is an important, interesting and non-imitable capacity that yields positive firm execution results. It provides an urgent differentiator and improves deal development. This study found that all four hypotheses are generally supported. The main finding is that, provided underlying technology is good, design significantly improves sales, but design alone cannot substitute for poor technology.

Practical implications

The results of this study link the three technological environment conditions, namely, TI, TCI and TM with sales growth. The authors find that design can and does add to superior performance, provided technological excellence exists prior. But, in the absence of good technology, design alone will hinder performance.

Originality/value

This paper examines the effect of firm design capability on sales growth. The paper finds a positive moderating effect of TCI and TM but a negative moderating effect of TI. The researchers believe these aspects of the design have not been studied before.

Keywords

Citation

Parkhi, S., Karande, K., Barge, P., Belal, H.M. and Foropon, C.R.H. (2022), "Unfolding design and technology for superior sales growth under moderating effect of technological environment", Journal of Enterprise Information Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEIM-07-2022-0253

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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