Advanced Search
MyIDEAS: Login

Time Versus Market Orientation in Product Concept Development: Empirically-Based Theory Generation

Contents:

Author Info

  • Gary Burchill

    (Navy Ships Parts Control Center, United States Navy, Mechanicsburg, Pennsylvania 17055-0788)

  • Charles H. Fine

    (Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

Registered author(s):

    Abstract

    In collaboration with industry partners, a normative model of the product concept decision process was developed, supported with tools and techniques, and codified as a decision support process for product development teams. This process (Concept Engineering) was then introduced into a number of product development teams in different companies. A comparative analysis of actual product concept development activities, with and without the use of Concept Engineering, was conducted. All of the observed teams viewed time to market as a critical measure of their success. However, the development processes differed significantly depending on whether relatively more emphasis was placed on time or market considerations. Key variables associated with the product concept development decision process and time-to-market dynamics were identified and a theory of the concept development process was developed using the inductive system diagram technique, a research methodology developed in the course of this work. We believe this work contributes to the operations management literature in three ways. First, it introduces a very detailed, structured decision process for product concept development, enhancing the literature on Quality Function Deployment (QFD). Second, it presents a theory of product concept development that can improve understanding of success and failure in product concept development. Third, this work develops new methodology (Inductive Systems Diagrams) for field work in operations management. This methodology marries the grounded theory methods familiar to sociologists with causal-loop modeling familiar to systems dynamicists, yielding a rigorous tool for systematically collecting, organizing, and distilling large amounts of field-based data.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://dx.doi.org/10.1287/mnsc.43.4.465
    Download Restriction: no

    Bibliographic Info

    Article provided by INFORMS in its journal Management Science.

    Volume (Year): 43 (1997)
    Issue (Month): 4 (April)
    Pages: 465-478

    as in new window
    Handle: RePEc:inm:ormnsc:v:43:y:1997:i:4:p:465-478

    Contact details of provider:
    Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA
    Phone: +1-443-757-3500
    Fax: 443-757-3515
    Email:
    Web page: http://www.informs.org/
    More information through EDIRC

    Related research

    Keywords: product development; system dynamics; causal loop modeling; total quality management;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Chan, Lai-Kow & Wu, Ming-Lu, 2002. "Quality function deployment: A literature review," European Journal of Operational Research, Elsevier, vol. 143(3), pages 463-497, December.
    2. Kok, Robert A.W. & Hillebrand, Bas & Biemans, Wim G., 2002. "Market-oriented product development as an organizational learning capability: findings from two cases," Research Report 02B13, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    3. Kwon, Yung-Chul & Hu, Michael Y., 2000. "Market orientation among small Korean exporters," International Business Review, Elsevier, vol. 9(1), pages 61-75, February.
    4. Yearworth, Mike & White, Leroy, 2013. "The uses of qualitative data in multimethodology: Developing causal loop diagrams during the coding process," European Journal of Operational Research, Elsevier, vol. 231(1), pages 151-161.
    5. Pagani, Margherita & Fine, Charles H., 2008. "Value network dynamics in 3G-4G wireless communications: A systems thinking approach to strategic value assessment," Journal of Business Research, Elsevier, vol. 61(11), pages 1102-1112, November.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:43:y:1997:i:4:p:465-478. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.