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Understanding Linear And Nonlinear Aspects Of Product Concept Development From The Organisational Interpretation Perspective

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  • MANABU MIYAO

    (Graduate School of Business Administration, Kobe University, 2-1 Rokkodai Nada Kobe, Japan)

Abstract

The product concept is crucial in new product development (NPD) because it represents an NPD project’s goal. In this context, most prior studies have regarded product concept development as a linear process but some recent studies have revealed that it also has nonlinear characteristics. The objective of this paper is to explore why this inconsistency has arisen and to develop a model and theory that illustrate both aspects of product concept development. To achieve this, we adopt the perspective of organisational interpretation systems (Daft and Weick (1984). Toward a model of organisations as interpretation systems. Academy of Management Review, 9(2), 289–295) and explore eight product development cases. Consequently, we develop a three-stage model and find that the linearity or nonlinearity of product concept development is determined by each NPD team’s assumption about the environment. We also consider product innovativeness and function equivocality, and establish that these are related to the NPD teams’ assumptions about the environment.

Suggested Citation

  • Manabu Miyao, 2016. "Understanding Linear And Nonlinear Aspects Of Product Concept Development From The Organisational Interpretation Perspective," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(02), pages 1-22, February.
    • Handle: RePEc:wsi:ijimxx:v:20:y:2016:i:02:n:s1363919616500274
    DOI: 10.1142/S1363919616500274
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    References listed on IDEAS

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    1. Eric von Hippel, 1986. "Lead Users: A Source of Novel Product Concepts," Management Science, INFORMS, vol. 32(7), pages 791-805, July.
    2. Eric Brun & Alf Steinar Saetre, 2008. "Ambiguity Reduction In New Product Development Projects," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 12(04), pages 573-596.
    3. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    4. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
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