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Organization and product design pairings: A review of product innovation capabilities, conceptualization, and future directions
Author(s) -
Mafimisebi Oluwasoye P.,
Obembe Demola,
Aluko Oluwakayode
Publication year - 2020
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.2306
Subject(s) - conceptualization , scope (computer science) , business , new product development , product (mathematics) , resource (disambiguation) , competitive advantage , market orientation , organizational architecture , product innovation , product design , marketing , process management , industrial organization , knowledge management , computer science , computer network , geometry , mathematics , artificial intelligence , programming language
Product innovation capabilities significantly shape and determine the success of architectural pairings between organization design and product designs, and act as a source of sustainable competitive advantage. This article draws on the resource‐based view of firms and market orientation theory to present a complementary view of the influence of product innovation capabilities on organization and product design pairings. Three complementary factors; market orientation, organizational form, and managerial strategic decisions, act as essential determinants for emergence of architectural pairings, by accounting for pairing selection processes, customer benefits, cost reduction and product development, and consequently superior organizational performance. We identify scope for future research to evaluate measures and validity of product innovation capability dimensions, and the extent of influence of the identified factors on architectural pairings.