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Achieving Sustainable New Product Development by Implementing Big Data-Embedded New Product Development Process

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  • Yufan Wang

    (School of Economics and Management, Xi’an Technological University, Xi’an 710021, China)

  • Haili Zhang

    (School of Economics and Management, Xi’an Technological University, Xi’an 710021, China)

Abstract

Literature suggests that new product development (NPD) has an impact on sustainable organizational performance. Yet, previous studies in NPD have mainly been based on “experience-driven”, not data-driven, decision-making in the NPD process. We develop a research model to examine how the big data-embedded NPD process affects the sustainable innovation performance of NPD projects. We test the proposed model and conduct the cross-national comparison using data collected on 1858 NPD projects in the United States of America (USA), the United Kingdom (UK), and Australia. The research findings suggest that big data-embedded business analysis, product design, and product testing increase sustainable innovation performance in all three countries. The study findings also reveal several surprising results: (1) in the USA, big data-embedded product testing has the highest effect on sales growth and gross margin, (2) in Australia, big data-embedded commercialization has the highest effect on sales growth and gross margin, and (3) in the UK, big data-embedded commercialization has the highest effect on second-year sales growth, first-year, and third-year gross margin; in addition, big data-embedded product testing has the highest effect on third-year sales growth and second-year gross margin.

Suggested Citation

  • Yufan Wang & Haili Zhang, 2020. "Achieving Sustainable New Product Development by Implementing Big Data-Embedded New Product Development Process," Sustainability, MDPI, vol. 12(11), pages 1-20, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4681-:d:368732
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    1. Siavash Javadi & Koteshwar Chirumalla, 2024. "Customizing Management Strategies for Product Introduction in Low-Volume Manufacturing: Enhancing Information Content Quality," Sustainability, MDPI, vol. 16(3), pages 1-27, February.
    2. Zhang, Haili & Song, Michael & Wang, Yufan, 2023. "Does AI-infused operations capability enhance or impede the relationship between information technology capability and firm performance?," Technological Forecasting and Social Change, Elsevier, vol. 191(C).

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