Impact of product development efforts on product introduction and product customization abilities: investigating the effects of product design complexity and product development order winners

Atanu Chaudhuri, Saloni Dawar

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    Abstract

    This paper investigates the impact of efforts in new product development-manufacturing integration (NPDMI) on new product introduction (NPI) and product customization (PC) abilities and the moderating effects of product design complexity and importance of new product development order winners (NPIOW) on the above relationships. The results from the data on 136 Indian manufacturing plants show that NPDMI, product design complexity and NPIOW all have significant positive impact on NPI and PC abilities. Importance of NPIOW has a positive moderating effect on the relationship between NPDMI and PC ability change but product design complexity demonstrate no such effect on the above relationships.
    Original languageEnglish
    Title of host publicationProceedings of the 21st International EurOMA Conference on Operations Management in an Innovation Economy
    Place of PublicationPalermo, Italy
    PublisherEurOMA
    Publication dateJun 2014
    Publication statusPublished - Jun 2014
    Event21st International EurOMA Conference on Operations Management in an Innovation Economy: Operations Management in an Innovation Economy - University of Palermo, Palermo, Italy
    Duration: 20 Jun 201425 Jun 2014
    Conference number: 21

    Conference

    Conference21st International EurOMA Conference on Operations Management in an Innovation Economy
    Number21
    LocationUniversity of Palermo
    CountryItaly
    CityPalermo
    Period20/06/201425/06/2014

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    Cite this

    Chaudhuri, A., & Dawar, S. (2014). Impact of product development efforts on product introduction and product customization abilities: investigating the effects of product design complexity and product development order winners. In Proceedings of the 21st International EurOMA Conference on Operations Management in an Innovation Economy EurOMA.