How Can International Ventures Utilize Marketing Capability in Emerging Markets? Its Contingent Effect on New Product Development

2018 ◽  
Vol 26 (4) ◽  
pp. 1-17 ◽  
Author(s):  
Min Ju ◽  
Jason Lu Jin ◽  
Kevin Zheng Zhou

Whether international ventures can benefit from their marketing capability in emerging markets is a critical but underresearched issue. Drawing on the resource-based view (RBV), the authors propose that marketing capability can enhance international ventures’ new product performance. However, its effect is contingent on environmental forces (i.e., market uncertainty and technological turbulence) in the highly uncertain and turbulent environments of emerging markets. Using survey data of international ventures in high-tech industries in China, the authors find that marketing capability is less effective for new product development when firms face high levels of market uncertainty or technological turbulence. At that time, enhancing knowledge breadth represents a critical strategic solution to address the decreased efficacy of marketing capability in driving innovation.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wilert Puriwat ◽  
Danupol Hoonsopon

PurposeThis study is to compare the impact of organizational agility and flexibility on performance of each type of product innovation (radical vs incremental innovation). Additionally, the moderating effect of technological turbulence on the relationship between the two types of organization is examined.Design/methodology/approachBased on gaps in the existing literature, the survey data are collected from managers who are in charge of developing new products in three industries: food and beverage, chemical and machinery (N = 431). Confirmatory factory analysis is used to verify measurement items and regression analysis is used to test hypotheses.FindingsThe results show that organizational agility increases performance in radical innovation both in a certain situation and an environment with technological turbulence. In contrast, the impact of organizational flexibility is limited to increasing performance in both radical and incremental innovation performance in a certain situation.Originality/valueOur study extends the knowledge of organizational agility and flexibility in the domain of product innovation. Adaptation of organization to respond the technological turbulence will stimulate creativity of new product development teams to produce new useful ideas and transform these ideas to product innovation. The different types of organizing a new product development team to handle technological turbulence will provide different results in product innovation performance. In addition, the findings provide a recommendation on how the organization of a new product development team can improve performance in each type of product innovation under technological turbulence.


2014 ◽  
Vol 2014 (DPC) ◽  
pp. 000436-000458
Author(s):  
Lajos (Louis) Burgyan ◽  
Yuji Kakizaki

Technical analysis of intellectual property (IP) is conducted for the purpose of legal protection and product development. A brief review of the process of IP analysis and associated terminology is provided along with examples illustrating the significant potential for monetary benefits to be derived. The evolution of the reverse engineering (RE) process in the semiconductor industry is briefly reviewed from a historical perspective. It is shown how the objective of RE, while continuing its traditional engagement in IP protection, has shifted away from “second sourcing” activities to become an active participant by providing valuable services to technology and product development. The assertion is made that the negative connotation often associated with “reverse engineering” is no longer justified; and the legitimacy, usefulness, and respectability of that process is reaffirmed. The effects of international diffusion of technology are described. It is shown that being aware of technology content in competing high-tech products is now greater than ever before. The process of RE and the “toolbox” of career IP analysts are described through the analysis example of an advanced SOC and SIP structure. The dual utility of the analyst's toolbox and skill set is examined as it is being applied a) to the discovery process aimed at intellectual property protection and b) as a means to accelerate product development. Special attention is given to technical IP analysis conducted in association with new product research and development. Practical examples involving the analysis of advanced 3D structures are provided from the field of 3D integrated product development in order to demonstrate how technical IP analysis can a) help avoid costly mistakes, b) capture design wins, and c) accelerate new product development. The synergistic relationship between IP analysis applied to IP protection and product development is explored; and a coordinated and comprehensive approach to technical IP analysis is recommended whenever practical. A high-tech company will realize maximum benefits from a technical analyst's work if IP analysis of competing products is performed for the purpose of product development with the analyst remaining mindful and attentive of the need to protect corporate patent portfolio. Conversely, knowledge gained from technical analysis aimed at protecting the company's patents can be quite useful to the development engineer. Regardless of whether or not the analyst is an employee of the company or a hired sub-contractor, proper description of the task is crucial from the outset. The analyst should be encouraged to take a dual track approach with primary focus directed towards the main intent (IP protection or engineering analysis of a competing product or technology) without ignoring the secondary purpose. At the end of a project, an assessment should be made as to what part of the acquired knowledge is relevant to the engineering community and what portion of the report needs to be directed to the IP department. Technical IP analysis conducted with this dual purpose in mind is a cost-effective way to maximize return on investment (ROI) in RE. It can also be a powerful tool to reduce the cost of new product development while improving time to market. A new area of technical IP analysis, the extraction of parasitic R, L, C elements from SOC and SIP structures, is explored in detail. This field is believed to be of great importance in 3D integration due to the loss or breakup of ground and power delivery planes as a result of increased reliance on vertical interconnections such as interposers and TSVs. These structures introduce troublesome interconnect inductances, resistances, and capacitances. Both power distribution networks (PDN) and high-speed signal paths are affected by interconnect parasitic elements in component modules such as deep sub-micron 22nm ARM processors, multi-stack memories, and multilayer PCBs of high speed communication devices and systems. It is essential for circuit designers, package designers, and system designers to be aware of these risks as early in the design phase as possible. Practical examples are given how an entire PDN of a larger system including complex 2.5D and 3D packages, substrates, and PCB can be reconstructed from the power source down to individual components, including high-speed data paths. Such reconstruction is done using two-dimensional layer images and via structures. The reconstructed file can be 2D or 3D representation. Depending on the objective, the data residing in those files is then imported into state-of-the art circuit simulation tools familiar to the circuit or package designer. At that point, the circuit, package, or system designer can analyze the entire system and extract all parasitic interconnect elements. The circuit designer can then incorporate all those interconnect and passive component parasitic R, L, C, and M elements or their S-parameter representation into a top-level circuit simulation of an integrated circuit and obtain an accurate circuit performance that is truly representative of the final hardware. In summary, the need for precise modeling of the PDN section and certain high-speed data paths of SOC and SIP structures is reaffirmed, and a case is made for making this sometimes labor intensive process available as part of the technical analysis process. The synergy between reverse engineering conducted for the purpose of IP protection and product development is further emphasized. It is concluded that technical IP analysis, competitor product (hardware) analysis, and product development are activities complementary to one another. These activities, if executed thoughtfully, consistently, and systematically, can not only protect IP, increase intellectual asset value, but can also accelerate product development, guide and fuel innovation, and help in setting the direction of research and development.


2011 ◽  
Vol 1 (4) ◽  
pp. 1-10
Author(s):  
Virginia Cha

TitleDecision making in creating the world's first smartphoneSubject areaEntrepreneurship, Technology management and new product development.Study level/applicabilityThis class is useable for an EMBA or MBA audience, especially for modules relating to entrepreneurship, technology management and new product development.Case overviewMr Khaw Kheng Joo was a pioneer in Singapore's high‐technology manufacturing industry. In the mid‐1990s, Khaw was given the difficult task of establishing a presence for Hewlett‐Packard (HP) in the handheld Personal Digital Assistant (PDA) market. However, he believed that the PDA was not the game‐changing technology for consumers.Using his knowledge of the Bell Curve and years of entrepreneurial experience, Khaw sought to combine PDA functionalities with the Global System for Mobile Communication (GSM) technology, effectively creating a new generation of mobile device fondly known today as the “smartphone”.The journey towards the finished product was met with several obstacles and barriers. Many colleagues were uncertain of the future market and had difficulty agreeing on which features to focus on. However, through his determination, expertise and decision making in uncertainty, Khaw guided his team to eventually launch the impressive HP Jornada 928, the world's first smartphone, and heralded a new generation of mobile devices.Expected learning outcomesThis case is designed to be useable in teaching three key knowledge disciplines:Decision‐making biases and heuristics in entrepreneurs and innovators. Technology diffusion of new technology. Managing market uncertainty.Supplementary materialsTeaching notes.


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