Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize

Chandy, Rajesh; Tellis, Gerard J.

doi:10.2307/3152166

Cited by 746 publications

(792 citation statements)

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“…Product definition, development, launch and project management methodologies are highly contingent on the market uncertainty and other environmental characteristics (Brown and Eisenhardt 1995, Shenhar and Dvir 1996, Lynn et al 1996, Chandy and Tellis 1998. Insights on customizing product development practices to diverse environments such as small entrepreneurial firms and varied industries should also help increase the relevance and applicability of the development literature (Meyer and Roberts 1986, Dougherty and Heller 1994, Eisenhardt and Tabrizi 1995, Gatignon and Xuereb 1997.…”

Section: Discussionmentioning

confidence: 99%

Product Development Decisions: A Review of the Literature

2001

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T his paper is a review of research in product development, which we define as the transformation of a market opportunity into a product available for sale. Our review is broad, encompassing work in the academic fields of marketing, operations management, and engineering design. The value of this breadth is in conveying the shape of the entire research landscape. We focus on product development projects within a single firm. We also devote our attention to the development of physical goods, although much of the work we describe applies to products of all kinds. We look inside the "black box" of product development at the fundamental decisions that are made by intention or default. In doing so, we adopt the perspective of product development as a deliberate business process involving hundreds of decisions, many of which can be usefully supported by knowledge and tools. We contrast this approach to prior reviews of the literature, which tend to examine the importance of environmental and contextual variables, such as market growth rate, the competitive environment, or the level of top-management support.

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Section: Discussionmentioning

confidence: 99%

Product Development Decisions: A Review of the Literature

2001

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“…Some new product development researchers view product innovativeness as a separate, singular construct consisting of three dimensions (technological discontinuity, market discontinuity, and customer discontinuity) that is distinct from related constructs such as product advantage (McNally, Cavusgil, and Calantone, 2010). On the other hand historical innovation scholars (Chandy and Tellis, 2000;Sorescu, Chandy, and Prabhu, 2003) have typically used retrospective classifications based on experts as raters (e.g., academics or information obtained from public bodies such as the Food and Drug Administration), and define innovativeness as "the extent to which the technology involved in a new product is different from prior technologies [and] the extent to which the new product fulfils key customer needs better than existing products" (Chandy and Tellis, 1998). Likewise, Sorescu and Spanjol (2008, p. 115) define breakthrough innovations as "…new products that are the first to bring novel and significant consumer benefits to the market…" and incremental innovations as "…new products that do not deliver novel and significant consumer benefits to the market…", explicitly recognizing the role of novelty and superior consumer benefits.…”

Section: Product Innovativenessmentioning

confidence: 99%

“…Some literature offers more direct support for the effect of perceived technology newness on perceived innovativeness. For example, firms may sell radical innovations on the basis of the "sophistication and complexity of their technological attributes" (Gima, 1995), and other researchers (e.g., Chandy and Tellis, 1998;Sorescu et al, 2003) have highlighted the importance of technological newness as a factor in determining objective measures of product innovativeness. Interestingly, literature implies that technology newness might be viewed negatively by consumers.…”

Section: Key Findings and Insights From The Qualitative Researchmentioning

confidence: 99%

Forecasting consumer perception of innovativeness

Lowe

Alpert

2015

Technovation

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“…The empirical results of these studies however remain mixed (Scherer, 1991). Others have focused on organizational aspects influencing the development of radical inventions (for an overview see Chandy and Tellis, 1998). In order to advance theory and practice we will argue that it is critical to understand the specific technological characteristics that influence the development of radical inventions.…”

Section: Introductionmentioning

confidence: 99%

The technological origins of radical inventions

2010

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a b s t r a c tThis paper aims to trace down the origins of radical inventions. In spite of many theoretical discussions on the effect of radical inventions, the specific nature of radical inventions has received much less attention in the theoretical and empirical literature. We try to fill that void by an empirical investigation into the specific origins of radical inventions. We explore this issue by a close examination of 157 individual patents, which are selected from a pool of more than 300,000 patents. In contrast to the conventional wisdom that radical inventions are based less on existing knowledge, we find that they are to a higher degree based on existing knowledge than non-radical inventions. A further result that follows from our analysis is that radical inventions are induced by the recombination over more knowledge domains. The combination of knowledge from domains that might usually not be connected seems to deliver more radical inventions.

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Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize

Cited by 746 publications

References 0 publications

Product Development Decisions: A Review of the Literature

Product Development Decisions: A Review of the Literature

Forecasting consumer perception of innovativeness

The technological origins of radical inventions

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