Accelerating Adaptive Processes: Product Innovation in the Global

Computer Industry

2011. 11. 30 박사과정 4 학기 송경희

박사과정 1 학기 한상연

Kathleen M. Eisenhardt and Behnam N. Tabrizi Ad-ministrative Science Quarterly, 40 (1995): 84-110

2011 Fall Seminar on Technological In-novation

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Ⅰ. Introduction

“2011 년 내년 경제 최대 걸림돌은 대외 불확실성” ( 조선일보 , ‘11. 1.15)

윤증현 장관 “세계경제 불확실성 더욱 증가” ( 연합뉴스 , ‘11. 3.29)

“ 우리경제의 시급한 과제는 불확실성의 제거” ( 동아일보 , ’01.2.1)

Uncertainty

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Compression Model Expriential ModelKey Assumption Certainty Uncertainty

Image of product in-novation

Predictable series of well-defined steps

Uncertain path through foggy & shifting markets & technologies

Strategy for speed Rationalize & then squeeze the process

Quickly build understanding & options while maintaining focus & motivation

Organization featuresBereaucratic Flexible

RoutineImprovisational

Experimental

Hypothesis(Independent Vari-ables)

(H1) Planning(H2) Supplier Involvement(H3) Using the CAD(H4) Overlap(H5) Multifunctional team(H6) Greater Award

(H7) Multiple Iteration(H8) Extensive Testing(H9) Frequent Milstones(H10) Power Leader

Dependent Variables Development Time

Data and Method Survey and deep interview results from 72 projects(36 Computer Companies)

Ⅱ. Summary(1)

Compression Model Vs. Experintial Model

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Ⅱ. Summary(2)

Empirical Results(1)

Confirm

ConfirmConfirm

ConfirmConfirm

Compressing Model

ExperientialModel

Oppo-site

Oppo-site

Oppo-siteN.S

N.S

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Ⅱ. Summary(2)

Empirical Results(2) - Split Sample analysis

Compressing Model Experiential Model

Confirm

Oppo-site N.S

N.S

ConfirmN.S

ConfirmConfirm

ConfirmConfirm

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Ⅲ. Discussion(1)

The authors suggested computer industries as an example of fast moving industry while mentioning automobiles and heavy industrial equipments as examples of predictable and mature product development. But in fact, many industries are in the fast moving and competitive environment. What industry or products can we think of more as an example we can apply experimental model for faster product development?

This paper provides firms with strategies for faster product de-velopment. The results implicate that fast product development is more likely to emerge as uncertain than predictable, more ex-perimental than planned, and more iterative than linear.

In applying these results to the real industrial world, what are difficult things?

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Ⅲ. Discussion(2)

In this paper, “Adaptation” might mean that firms adapt to environ-mental change somewhat passively. Can we make consideration the firms that penetrate to market and take innovation new to firms or market or world? It may be able to related to variables which used in empirical study. Dependent Variables : NPD can subdivide to new to firm/industry/world

In split sample analysis, was the division of certain and uncertain based on insufficient evidence(Business Week)? Information Myopia/ Degree of Uncertainty

Independent Variables : degree of skill, communication within organiza-tion

e.g. ) Relative comparison of each groups’ NPD Cycle

Thank You!