INVESTIGATING THE IMPACT OF RADICAL TECHNOLOGY ADOPTION INTO THE NEW PRODUCT DEVELOPMENT PROCESS

Sajna Ibrahim and Michael Obal ()
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Sajna Ibrahim: Department of Managerial Studies, University of Illinois at Chicago, 601 South Morgan Street, 2213 University Hall, MC 243, Chicago, IL 60607, USA
Michael Obal: Manning School of Business, University of Massachusetts Lowell, 234 Pulichino Tong Business Center, 1 University Avenue, Lowell, MA 01854, USA

International Journal of Innovation Management (ijim), 2019, vol. 24, issue 04, 1-25

Abstract: Product developers are increasingly often faced with the decision of whether or not to adopt new technologies into their own new product development (NPD) processes. Adopting a resource-based perspective, we posit that the adoption of radical technologies into the NPD process, such as remote collaborative design, virtual reality, and simulation systems, can help improve NPD performance. At the same time, these adoptions are likely to slow down product launch. Just as consumers struggle to integrate radical technologies during the short-term, we propose that new product developers will face a similar learning curve. Therefore, we investigate potential moderators that could help product developers quickly integrate radical technologies and lessen their negative influence on product launch timeliness. A wide-ranging survey of 249 product managers sponsored by an international product development organisation is used in this study. The results reveal that while the adoption of radical technologies benefits NPD performance, the adoption tends to slow down the product launch process. However, cross-functional leadership within the organisation helps to lessen this negative influence on launch timeliness. The results from this study offer product managers practical guidelines for successfully adopting radical technologies into the NPD process and mitigating risks.

Keywords: NPD process; radical NPD technology; innovation; launch timeliness; cross-functional leadership (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1142/S1363919620500358

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