Suchergebnisse

New product development (NPD) projects are costly, and fragile against failures as compared to other structures. This study has a holistic view of team factors to examine their relationship with team communication. Communication contributes to technical and practical processes such as learning, new idea development, and creativity. Trust has become prominent by affecting outcomes and processes indirectly, and changing relationships within team. This paper attempted to offer a contribution to the technology and innovation management (TIM) literature by presenting a model for researchers and project managers to understand potential interrelationships among team level factors (team autonomy, stability, member experience, and empowerment), team trust, and team formal and informal communication in NPD teams.

Organizational learning is a popular topic in business and academia and attracts many researchers and practitioners from different fields. Even though organizational learning scholarship is still growing, there are few studies that cross-fertilize social cognition and organizational learning. This investigation examines organizational learning from the perspective of social cognition. It is argued that social cognition explains the organizational learning process better by integrating fragmented studies on the processes of learning, and the study proposes that organizational learning is an outcome of reciprocal interactions of the processes of information/knowledge acquisition, information/knowledge dissemination, information/knowledge implementation, sensemaking, memory, thinking, unlearning, intelligence, improvisation, and emotions - connected by organizational culture. In addition, the implications of social cognition on organizational learning are discussed.

Purpose
Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product success (NPS). This study aims to examine the relationship between prototyping and NPS, and the moderating effect of customer involvement, as well as the influence of speed of information dissemination on customer involvement.


Design/methodology/approach
Data were collected using the survey method through structured questionnaires. The key participants were management and team leaders from technology-based companies.


Findings
The results indicate that prototyping positively correlates with NPS, particularly when customer involvement is high. The speed of information dissemination, both from customers and on competitive products, has a positive impact on customer involvement.


Research limitations/implications
The study was limited by the undefined development stage of the prototype when offered for customer feedback. Future studies could focus on how customer involvement at each stage of prototype development affects NPS through a moderating effect.


Practical implications
The study confirms that investing in prototyping equipment for NPD increases the probability of NPS. Information capturing customers' views and on competitive products in the market should be shared among the NPD teams. This could encourage better sharing of opinions and perceptions with customers about whether new products meet their wishes and expectations.


Originality/value
This study demonstrates that customer involvement moderates the relationship between prototyping and NPS. The degree of customer involvement depended on the speed of response of the customers themselves and on how well competitive product information was disseminated within the NPD team.