The role of digitalization along new product development processes: the case of a servitized firm
Qualitative Research in Accounting & Management
ISSN: 1176-6093
Article publication date: 24 September 2024
Abstract
Purpose
This paper aims to address the challenge raised in the literature regarding whether and how digitalization supports a servitized new product development (NPD) process, considering the customer’s involvement from the early stage of the process.
Design/methodology/approach
Pragmatic constructivism (PC) has been adopted for conceptualizing the NPD process as the construction of a new reality. PC is the method theory used for interpreting the field evidence drawn from a qualitative case study carried out at a multinational company operating in the semiconductor industry.
Findings
This study shows how digitalization supports the alignment to the overarching topoi of the company servitization strategy by enabling the integration and merging of different organizational topoi during the NPD process.
Research limitations/implications
This study is confined to a single-case study and context.
Practical implications
The results of this study are relevant for managers involved in the stage-gate product development of manufacturing companies, informing them on how the use of digital tools enables or hinders the progression of product development projects.
Originality/value
This paper contributes to the servitization literature by offering field evidence that demonstrates the importance for manufacturing firms of acquiring customer feedback from an early NPD phase. Another contribution is related to the literature on the role of digitalization in NPD processes, describing how digital tools give support during the different phases of the NPD process.
Keywords
Acknowledgements
The authors express their sincere gratitude to the company and the generous people within the organization who facilitated our access to the rich data set. A special acknowledgement goes to the financial controller for graciously hosting one of the researchers during the data collection process and for providing valuable insights and guidance.
Furthermore, the authors extend their thanks to Morten Jakobsen for his insightful comments, which significantly contributed to the enhancement of this paper. His thoughtful input has played a crucial role in refining their work.
The authors’ appreciation also extends to Hanne Nørreklit for hosting one of the researchers at the Department of Management, Aarhus University. The authors are particularly grateful for her invaluable suggestions, especially in the theoretical aspects, which strongly influenced the development of the entire paper.
Citation
Messina, M. and Leotta, A. (2024), "The role of digitalization along new product development processes: the case of a servitized firm", Qualitative Research in Accounting & Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/QRAM-10-2022-0178
Publisher
:Emerald Publishing Limited
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