Thesis-2003-Kim.pdf (18.93 MB)
The impact of platform based product variety on product family performance: examining the mediational roles of new product development proficiencies and structural features
thesis
posted on 2010-11-01, 13:55 authored by Jung Yoon KimIn order to satisfy heterogeneous and unstable consumer demands, firms increasingly
leverage product development efficiencies by adopting a platform approach, based on
cross-sharing of resources, for developing and introducing product variants, constituting
a product family. Although the benefits and costs of utilising platform-based product
development to increase product variety have been addressed by previous research,
there has been little empirical work focusing on the managerial factors that enable firms
to successfully develop new products that extend the product family. The current study
addressesth e gap in our understandingo f the relationships between a firm's product
variety strategy, new product development (NPD) proficiencies and structural features,
and product family performance.
The current study's findings are based on data collected from a sample of one hundred
South-Korean manufacturers in a wide range of assembling industries. When firms
expand platform-based product variety, superior predevelopment planning proficiencies
in platform projects are essential for securing all dimensions of product family
performance (i. e., operational/technical performance, profitability, and market
share/sales)P. roduct family successi s also conditional upon highly proficient execution
of marketing activities (business and market opportunity analysis and planning, and
commercialisation) in both platform and derivative projects. The findings of this
research stress the primacy of predevelopment planning and marketing capabilities. In
addition, the findings of this research stress specific structural mechanisms (e. g., spatial
proximity, formalisation, and organisational modularity), as drivers of product family
performance.
This study contributes to the understanding of inter-relationship between platform-based
product variety, NPD proficiencies and structural features, and product family
performance. This study can act as a guide to further studies of platform-based product
development, as well as being useful to practitioners who develop product families.
History
School
- Business and Economics
Department
- Business
Publisher
© Jung Yoon KimPublication date
2003Notes
A Doctoral Thesis. Submitted in partial fulfillment of the requirements for the award of Doctor of Philosophy of Loughborough University.EThOS Persistent ID
uk.bl.ethos.274898Language
- en