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Book part
Publication date: 10 April 2019

Jane K. Lê and Torsten Schmid

While qualitative work has a long tradition in the strategy field and has recently regained popularity, we have not paused to take stock of how such work offers…

Abstract

While qualitative work has a long tradition in the strategy field and has recently regained popularity, we have not paused to take stock of how such work offers contributions. We address this oversight with a review of qualitative studies of strategy published in five top-tier journals over an extended period of 15 years (2003–2017). In an attempt to organize the field, we develop an empirically grounded organizing framework. We identify 12 designs that are evident in the literature, or “designs-in-use” as we call them. Acknowledging important similarities and differences between the various approaches to qualitative strategy research (QSR), we group these designs into three “families” based on their philosophical orientation. We use these designs and families to identify trends in QSR. We then engage those trends to orient the future development of qualitative methods in the strategy field.

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Article
Publication date: 6 June 2016

Yen Hsu

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to…

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2271

Abstract

Purpose

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to achieve their performance goals through cocreation.

Design/methodology/approach

In the present study, a case study was conducted to establish a preliminary model. Subsequently, 1,000 NPD project managers in information and communications technology industries were approached to complete a two-stage questionnaire survey. The first survey investigated the VCSs they adopted for their marketing, innovation and design activities (valid questionnaires recovered=283). The valid respondents completed a second survey measuring their NPD performance 18 months after launching a new product (valid questionnaires recovered=247).

Findings

A conceptual was constructed to explain the effects of innovation marketing and design cocreation strategies on NPD performance. A partial least squares method was used to test the model showing a good fit between the model and the survey data, indicating the applicability of the proposed model. The innovation marketing and design cocreation strategies of the enterprises affected their NPD performance. Enterprises adopting diverse cocreation strategies improved their NPD performance. The cocreation strategies in the model were independent and mediating variables to NPD performance. A qualitative comparative analysis was performed to examine which strategy configurations affected NPD performance and to explore any regular patterns in them. Finally, a cluster analysis was conducted to investigate four cocreation strategies: market development, technology improvement, cost direction and customer service.

Research limitations/implications

Whether different industry categories involve different characteristics and whether different corporate cultures cause inconsistent result in value cocreation warrants further in-depth investigation. In addition, the two surveys conducted in this study were separated by 18 months, and thus, only the short-term NPD performance could be presented. Future studies are recommended to conduct an extensive exploration of different industries, administer long-term surveys, investigate the different levels of influence of various types of enterprise on the proposed research model or examine the degree of difference in the mechanisms and methods adopted for elevating innovation performance.

Practical implications

Enterprises can reference the proposed approach to optimize their product development and services according to their organizational resources and market advantages to increase their market coverage.

Originality/value

This study was the first empirical study to examine critical factors, such as product innovation, marketing, design and value cocreation strategies, and NPD performance by administering two-stage surveys. Enterprises can reference the proposed method according to their organizational resources and market advantages to develop products and services efficiently and face the ever-changing market.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 12 April 2011

Yen Hsu

Taiwanese computer and electronic products possess advantages in design, innovation, rapid response, and global market flexibility. This study aims to examine Taiwanese…

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14120

Abstract

Purpose

Taiwanese computer and electronic products possess advantages in design, innovation, rapid response, and global market flexibility. This study aims to examine Taiwanese computer and electronics firms to explore the product marketing strategies they adopted to deal with global competition. Furthermore, it is intended to analyze firms in different marketing strategic groups in terms of their product design strategies and how they incorporated design and marketing strategies into design innovation. This analysis is applied as an integrated innovation model for allocating design and marketing strategies.

Design/methodology/approach

Based on a questionnaire survey and case studies, the marketing strategies adopted by the Taiwanese computer and electronics industry can be classified into the categories of “market leader”, “market focus”, “market challenge” and “market niche”.

Findings

Firms employing different marketing strategies employed different design innovation strategies in product design. The design strategies adopted by enterprises in the market leader group incorporated aggressive innovation; those in the market focus group were characterized by focus innovation in product design; those in the market challenge group exhibited strong innovation integration in product design; and those in the market niche group exhibited flexible innovation in product design.

Originality/value

The innovation models adopted by the Taiwanese computer and electronics industry were related to enterprise scale, business type, and product development category. Results of this study provide a valuable reference for enterprises with regard to R&D and marketing in relation to product innovation.

Details

Journal of Business & Industrial Marketing, vol. 26 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 27 April 2012

Cinzia Battistella, Gianluca Biotto and Alberto F. De Toni

In the stream of works showing the semantic dimension as a core concept of the product innovation (e.g. design driven innovation), the paper aims to present a new business…

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6834

Abstract

Purpose

In the stream of works showing the semantic dimension as a core concept of the product innovation (e.g. design driven innovation), the paper aims to present a new business modeling approach driven by design and meanings. Similarly to the concept that the product is not represented only by form and function but also by meaning, the entire business model of a company does not transmit economic and technological value only, but tells a lot of the company from a semantic point of view. The work seeks to point out that companies can focus on the management of meanings to “make sense” of their entire business model moulded in building blocks, and realize what the authors called meaning strategy.

Design/methodology/approach

After a detailed overview of the theoretical background grounded in the strategy literature and design one, to support the authors' perspective, an in‐depth study of meaning strategy performed by illycaffè is presented.

Findings

The value of the work lies in underlining that the design driven (product) innovation's application can be extended further than only describing successful (product) strategies of design‐intensive manufactures and in the suggestions on how to implement a meaning strategy, creating new meanings not only in the products, but also in the building blocks of a company's business model.

Originality/value

The meaning strategy content and action‐oriented framework proposed and the matrix business model meanings versus building blocks can become tools to communicate the company strategy's pivotal elements and its evolution and they can drive strategists in developing and managing new/existing meanings and building blocks.

Details

Management Decision, vol. 50 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 3 May 2013

Miguel Ángel San Pablo Juárez, Alexander Zemliak and Eduardo Ríos Silva

This work seeks to present the theoretical study considerations and the characteristics of a general design methodology in optimal time for electronic systems using…

Abstract

Purpose

This work seeks to present the theoretical study considerations and the characteristics of a general design methodology in optimal time for electronic systems using numerical methods and optimal control theory. Through this, the design problem of a system is formulated in terms of optimal control in minimal time.

Design/methodology/approach

This general design methodology includes the traditional design strategy (TDS), and the modified traditional design strategy (MTDS), where the model of the system is part of the optimization procedure but an objective function of the optimization process is constructed such as includes the traditional objective function and some penalty functions that feign the model of the system. Many special control functions are introduced artificially to generalize the methodology and produce several design trajectories for the same optimization process – the first and final trajectories correspond to TDS and MTDS, respectively. The combination of these trajectories produce an infinite number of design strategies, some of these are quasi‐optimal in time and only one is optimal in time.

Findings

Qualitative and numeric results of this iterative process are generated in a personal computer in a C++ language elaborated with a visual C++ graphic user interface. An algorithm is constructed to form an optimal in time design strategy switching from a MTDS subset to a TDS subset. Results of measured times are analyzed, showing that there is a control input U, such that the objective function is minimized in a minimum time.

Originality/value

These ideas are proposed using method of gradient optimization and special acceleration effect.

Details

COMPEL - The international journal for computation and mathematics in electrical and electronic engineering, vol. 32 no. 3
Type: Research Article
ISSN: 0332-1649

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Article
Publication date: 23 November 2012

Caroline M. Clevenger and John R. Haymaker

Advanced design strategies supported by iterative engineering performance calculations expand the number of alternatives designers can analyze by orders of magnitude. Yet…

Abstract

Purpose

Advanced design strategies supported by iterative engineering performance calculations expand the number of alternatives designers can analyze by orders of magnitude. Yet, in the face of vast, under‐constrained design challenges with wide ranging and sometimes ill‐defined implications related to sustainability, it is not possible to replace building design with automated search. The purpose of this paper is to assist designers in their selection of strategies that have been shown to be effective in promoting sustainability.

Design/methodology/approach

This paper applies and extends the design exploration assessment methodology (DEAM) to compare the value of distinct design strategies. The authors use DEAM to demonstrate that designers face non‐trivially distinct challenges, even in the well‐defined arena of design for energy efficiency. They next evaluate and compare the effectiveness of strategies such as point‐analysis, screening, trend analysis, and optimization. They identify associated process costs, and extend DEAM to assess the relative value of information that each strategy provides for a given challenge.

Findings

Findings empirically rank six strategies for two challenges and demonstrate the relatively high value of trend analysis for energy‐efficient design.

Originality/value

The implication of the findings is that advanced computer analysis strategies should be pursued to support high performance, energy‐efficient design. Such conclusions motivate future research to assess the value of various strategies in the context of the broad and qualitative fields of sustainable design and development.

Details

Smart and Sustainable Built Environment, vol. 1 no. 3
Type: Research Article
ISSN: 2046-6099

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Article
Publication date: 3 July 2017

Anand Amrit, Leifur Leifsson and Slawomir Koziel

This paper aims to investigates several design strategies to solve multi-objective aerodynamic optimization problems using high-fidelity simulations. The purpose is to…

Abstract

Purpose

This paper aims to investigates several design strategies to solve multi-objective aerodynamic optimization problems using high-fidelity simulations. The purpose is to find strategies which reduce the overall optimization time while still maintaining accuracy at the high-fidelity level.

Design/methodology/approach

Design strategies are proposed that use an algorithmic framework composed of search space reduction, fast surrogate models constructed using a combination of physics-based surrogates and kriging and global refinement of the Pareto front with co-kriging. The strategies either search the full or reduced design space with a low-fidelity model or a physics-based surrogate.

Findings

Numerical investigations of airfoil shapes in two-dimensional transonic flow are used to characterize and compare the strategies. The results show that searching a reduced design space produces the same Pareto front as when searching the full space. Moreover, as the reduced space is two orders of magnitude smaller (volume-wise), the number of required samples to setup the surrogates can be reduced by an order of magnitude. Consequently, the computational time is reduced from over three days to less than half a day.

Originality/value

The proposed design strategies are novel and holistic. The strategies render multi-objective design of aerodynamic surfaces using high-fidelity simulation data in moderately sized search spaces computationally tractable.

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Article
Publication date: 11 October 2011

Igor Gurkov and Alexander Settles

The purpose of this paper is to address issues related to organizational design and strategy fit by examining the “strategic stretch” that occurs when there exists a…

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682

Abstract

Purpose

The purpose of this paper is to address issues related to organizational design and strategy fit by examining the “strategic stretch” that occurs when there exists a mismatch between an organization's structure and firm‐level strategy.

Design/methodology/approach

The paper contains a discussion of relevant issues and a presentation of research that considers the relationship between organizational design, strategy selection, and the competitive environment within which a firm operates. This research includes an analysis of a survey of top managers and an evaluation of organizational design and firm strategy to determine the existence of strategic misfit.

Findings

Misfits in strategy and structure exist because of Russian managerial proclivity to maintain direct control through centralization of all strategic formulations and because of high risk‐taking behaviors of Russian managers. While organizational inertia is a clear driver of organizational structure, cultural inertia also exists and, in the case of Russian organizational design, societal organizational culture drives strategy misfits.

Practical implications

An understanding of strategic misfits is crucial for managers so that they may recognize these disconnects early and make improvements as market or firm conditions changes. The results of the analysis of Russian firms suggest that in designing efficient organizations, greater attention should be placed on the specific impact of societal organizational culture. In addition, practitioners in organizational design consulting positions should make clear, whenever they attempt to eliminate misfits between existing structures and current strategies, the need to develop effective stretch for implementation of intended strategies.

Originality/value

The paper provides a unique application of the connection of strategy and organizational design under conditions of extreme uncertainty. This paper also extends the analysis of organizational design and strategy to firms operating in emerging markets. Rapid changes in dynamic, emerging markets provide fertile testing grounds for management theory and practices; this paper examines a unique set of empirical evidence.

Details

International Journal of Organizational Analysis, vol. 19 no. 4
Type: Research Article
ISSN: 1934-8835

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Book part
Publication date: 19 August 2015

Massimo Garbuio, Dan Lovallo, Joseph Porac and Andy Dong

Strategic option generation is a fundamental step in strategy formulation. Several lenses have been proposed to explain its foundations, including the microeconomics…

Abstract

Strategic option generation is a fundamental step in strategy formulation. Several lenses have been proposed to explain its foundations, including the microeconomics positioning school, and the resource and capabilities based view of the firm. These approaches are largely based on inductive and deductive logics, which are not the logics that provide strategic options that are potentially novel, profitable, and largely differentiated from competitive offerings. In this chapter, we propose a unifying framework of the cognitive foundations of strategic option generation. Building on five fundamental cognitive acts – imitation, framing, analogical reasoning, abductive reasoning, and mental simulation, this proposed model both synthesizes the extant literature and provides guidance about promising avenues for future theoretical and empirical research.

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Article
Publication date: 27 February 2009

Matthew Holloway

Improving your company's ability to execute its strategy requires increase alignment, greater agility and a singular clarity regarding the desired outcomes. This paper

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7247

Abstract

Purpose

Improving your company's ability to execute its strategy requires increase alignment, greater agility and a singular clarity regarding the desired outcomes. This paper aims to describe how the SAP Design Services Team uses design thinking and its principles to improve the organization's ability improve its ability to execute strategy and even evolve the way SAP identifies and defines its strategic vision.

Design/methodology/approach

This paper examines both the value of the design thinking approach as well as the organizational practices employed to insure its success.

Findings

The study has found a number of best practices for the development of artifacts to make strategies tangible, as well as the organizational requirements for the wide spread adoption of design thinking as an approach for the entire organization. Applying the principles of design thinking the Design Services Team has developed the means to analyze, refine and convey business strategies in the form of artifacts or prototypes. While demonstrating what the final offering will be from a customer's point of view, these objects also express the strategic planning as well as external market forces and risks within their narrative. Going beyond traditional communication channels this approach not only expresses the vision and intent behind the strategy but also an eventual end‐state; in short this method allows everyone across the organization to understand the real meaning of your strategy by knowing what success will look like when its achieved.

Originality/value

By reexamining both how they identify and develop their strategies as well as how those strategies are communicated and refined in implementation, organizations can increase their effectiveness and decrease time to execution. Today most strategies are conveyed as broad visions that lack any specifics regarding how the goals are to be achieved allowing it to be disintegrated at the point of execution. Combining the aspirational message with tangible examples of the end‐state makes the message and the mission clear and actionable.

Details

Journal of Business Strategy, vol. 30 no. 2/3
Type: Research Article
ISSN: 0275-6668

Keywords

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