Search results

The purpose of this paper is to examine the individual and joint effects of the two design dimensions, form design and functional design, and moderating role of product innovativeness and technological sophistication in consumer’s evaluation of new products. Employing theoretical underpinnings from categorization theory, this paper investigates two major research questions. First, what type of form is more advantageous for a radically new product or an incrementally new product? Second, is there an individual difference in consumer evaluations to innovative products with various form designs?

One pre-test and three between-subject experiments were performed. In Experiments 1 and 2, a two-way between-group ANOVA analysis was performed to examine the effect of form and the degree of technological innovation on attitude toward the product using different product categories (car and camera). In Experiment 3, a three-way between-group ANOVA analysis was performed to explore the impact of form, the degree of technological innovation and consumer technological sophistication on attitude toward the product.

The results from the three experiments conducted demonstrate that, first, whereas the form design for incremental innovations must be closer to the incumbent products for favorable evaluations, less typical form is evaluated as good as a more typical form for radical innovations. Second, form design of an innovative product matters more to the technologically more sophisticated consumers (experts).

This paper extends the previous design literature and fills the gap of under-researched area by demonstrating that individual difference, technological sophistication, moderates the design effect on consumer evaluation of innovation; providing boundary condition of when the atypical form is not penalized in spite of consumer’s perceived learning cost; examining how the form and function interplay in “high-status product”; and demonstrating how to strengthen the reliability and validity by replicating the study. Managerially, this paper demonstrates that innovating firms can influence the perceived value of new products using form and functionality, and marketing managers who launch really new products have strategic freedom of choosing own product design.

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.

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.

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.

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.

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.

Technology influences market growth and productivity, and the food industry has seen major technological and productivity method changes in recent years. The debate on genetically modified (GM) food, in particular, has been led on multiple levels in both Europe and North America. Studies to date have described the structural differences between the North American and European regulatory agencies as reasons for differing attitudes towards GM foods. The purpose of this paper is to establish a conceptual framework that puts forward a systemic view on the interconnections between corporate marketing strategies (i.e. tool makers), public policies (i.e. rule makers), and science (i.e. fact makers) when a dominant design emerges in the food industry.

This paper begins by describing the fundamental elements of the dominant design concept and the actor‐network theory (ANT). This is followed by the presentation of levers that permit the emerging agrifood dominant design to be successful. Third, these theories are applied to the appearance of GM foods in both North American and European markets. Finally,a framework is presented outlining actors' tasks associated with the emergence of an agrifood dominant design.

This research uncovered the reality that technology developers, policy makers, and research protagonists all have the capacity to change the outcome of a dominant design in the food industry. All operate under a strict set of values and objectives and may influence the adoption process. The model in this paper presents a macro perspective of the institutional dynamics of a dominant design in the food industry when it appears in any given market around the world.

This study is one of the first to systemically examine the development of technological change as a dominant design within the unique reality of the food industry. As such it makes a number of contributions which should be the subject of further study.

This paper aims to examine the role of technological Innovation in ensuring resource sustainability in the water, energy and food (WEF) nexus, as there exists a shortage of statistical research on the extent of the influence of technological Innovation on the WEF nexus.

The study used a quantitative research method, using a well-structured questionnaire to collect data from management staff in the WEF departments in South Africa. The collected data were analyzed by using mean score ranking, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) for structural equation modelling (SEM).

The findings show that the technological process of technological innovation is significant for resource sustainability. The result also showed that technological innovations directly and statistically significantly affect WEF nexus. The EFA resulted in three components of WEF nexus product innovation, WEF nexus process innovation and WEF nexus novel innovations. Furthermore, the CFA and SEM analysis reveals that six technological innovation indicators influence the sustainability of the nexus: smart water metering technology, smart metering technology, food quality monitoring technology, agricultural technology solutions, new technological design and eco-friendly WEF products.

The sustainability of these three inevitable resources for man’s survival is dependent on technological innovations, and this study has shown the major categories of innovations needed, thus establishing a pathway for engineering design.

The products of some firms emerge neither from new technology developments nor from attempting to address articulated consumers’ needs, but from a company-internal design-driven approach. To explore this design-driven approach, we propose a construct, design orientation, as a firm’s ability to integrate functionality, aesthetics, and meaning in its new products. We hypothesize relationships between a firm’s design orientation, customer orientation, technological orientation, and willingness to cannibalize on its new product performance.

We use data from surveys of senior marketing executives entrusted with design in 252 US firms, we validate the construct of design orientation and establish its distinctiveness from related constructs of creativity, technological orientation, and customer orientation. Using a structural equation modeling approach, we test the hypotheses and find support for them.

Individually, design orientation, technological orientation, and customer orientation improve new product performance. In addition, customer orientation decreases the positive effect of design orientation while willingness to cannibalize increases the positive effect of design orientation on new product performance.

More than two-thirds of respondents (69%) perceive that their firm can improve its new product performance by increasing its design orientation, an overlooked organizational capability.

Although practitioners have acknowledged the importance of design as a strategic marketing issue, there is little in the literature on how firms can benefit from building capabilities in the design domain, the issue we focus on in this research.

The purpose of this mainly conceptual paper is to analyze key changes in the institutional setting for standardization and to discuss what they indicate about further developments of the mobile sector. The intention is that this conceptual analysis will complement and contextualize the analysis of Nordic players found in the other papers of this special issue.

The paper is concerned with issues of industrial organization. The paper presents a treatment of industrial dynamics in them mobile telecom sector and the changing role of standards in it. We approach the substantial changes in the mobile telecom sector, focusing on the correspondence of the changes in the standards system to overall industry dynamics. Empirical information from the Symbian case is used to illustrate the hypothesis of standardization process and of the industry at large.

The paper identifies changing patters in the organization of technological standardization which represents a microcosm of the larger reorganization of the sector. Nordic actors, whose present position owes much to success in linking capabilities to sequential mobile standards. The paper draws out implications of the limits to “intergenerational leveraging” in standards.

The major contribution of the paper is to focus on changes in the organization of the standardization process in order to discuss the industrial dynamics of an industry which is undergoing a period of rapid change. Its reference to industrial dynamics perspective allows it to link the literature on dominant design to the field of standards research.

The study applies a multimodal approach to position aesthetic innovation, i.e., the strategic use of aesthetic design attributes, such as color and shape, as an institutionalized aspect of competition, rather than as a firm-specific differentiation strategy, in settings that favor the symbolic meanings of products. Empirically, the study offers a detailed case study of the personal computer (PC) industry to examine the institutionalization of aesthetic innovation as a dimension of competition across industrial firms. The study examines the color and shape of PCs over the 1992–2003 period and situates changes to these attributes in the competitive conditions that characterized the industry, paying particular attention to the introduction of the Apple iMac in 1998. Furthermore, it examines the discursive manifestations of aesthetic innovation by content analysis of reviews of PCs and interviews with industry executives. Findings demonstrate that, in a period coinciding with a decline in demand for PCs and an overall mature market as well as with the introduction of the iMac, the majority of firms engaged in aesthetic innovation and used a greater number of aesthetic words in describing their PCs.

Industrial engineers have traditionally made an impact upon the behaviour of people in organizations in two ways. Through the design of technology they have established a technical framework to which the social system has had to adapt. Also because a large proportion of supervisory and managerial positions has been held by engineers, they have often had responsibility for specifying the network of roles and relationships which make up an industrial organization. Usually they have approached this task by taking a technological orientation to human beings and human problems. People have been treated like uniform bits and pieces, capable of being split up and put together at the will of the management. Social systems design has been treated as a one‐off job, such concepts as organizational development or stepwise design have been seldom taken into consideration. The goals of the organization and society have been stated in terms of technology and economy; social and psychological aspects of human behaviour have generally been neglected.

The purpose of this study is to analyse the factors influencing intention to adopt 3D design digital technologies (3DDTs) by Colombian firms.

A conceptual framework was developed using technology-organization-environment (TOE) and technology acceptance model (TAM) theoretical frameworks. From a sample of 138 firms, a structural equation model was analysed with partial least squares (SEM-PLS).

The study identified that perceived usefulness in the technological dimension; technological competence and top management support in the organizational dimension; and competitive pressures in the environmental dimension, are variables affecting intention to adopt 3DDT. The effects of the mediating variables with respect to intention to adopt the technology are also analysed, such as perceived usefulness on the effect of ease of use; top management support on the effect of technological competence and financial readiness; and competitive pressures on the effect of stakeholder pressure. The model explained 71.1% of the 3DDT intention to adopt.

The model can be used as a guideline to ensure a positive outcome of the 3DDT adoption in organizations. The results could be useful to understand a technological adoption process for digital transformation.

The proposed model integrates some contributions from the TAM and TOE theories and identifies some novel mediating effects that improve its predictive and explanatory power. Furthermore, this is a pioneering study in empirical research on 3DDT in the context of a developing country, specifically in Colombia. The findings from this study provide a foundation for other studies, as well as constructive insights for digital transformation, due to its infancy in an emerging economy.

The purpose of this paper is to shed light on the emerging concept of autotelic capabilities and their impact on operational capabilities, and in particular, technological capabilities.

Autotelic capabilities and their dimensions are discussed since they constitute a novel framework for new venturing in knowledge‐intensive, low‐tech industries. Links among the dimensions of autotelic capabilities and technological capabilities formation are explored, focusing on production technologies.

The suggested links among autotelic and technological capabilities highlight the need to go beyond individual‐centered explanations of entrepreneurial activities towards the formation of integrated capabilities. They strengthen the assumption that autotelic capabilities exist as higher‐order capabilities in low‐tech but knowledge‐intensive venturing, are very specific, can be managed, and endue new ventures with technological capabilities.

As it is only a theoretical approach, the hypotheses’ validity needs empirical evaluation and further theory building and development. Research could include the rest of operational capabilities, issues of causalities and the empirical exploration of the concept’s generalizability across a variety of contexts.

Entrepreneurial and/or managerial teams should realize the importance of possessing and further cultivating autotelic capabilities in recognizing technological patterns connecting seemingly unrelated pieces of science and technologies. Intentional and organized cultivation of autotelic capabilities supports competitive new venture creation and sustainable development of both operational and dynamic capabilities.

The paper forms a part of the pioneering autotelic capabilities perspective, developed by the authors, which offers an alternative approach to much conventional entrepreneurial thinking. It is an original contribution to relevant literature, with both theoretical and practical value.