A Comparison of New Service versus New Product Development

Configurations of Collaborative Intensity as Predictors of Performance

Stephanie Schleimer, Arthur Shulman

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Abstract

Collaboration among firms for innovation has received considerable attention. However, little is known about how firm-to-firm collaboration is configured in new service development (NSD) versus new product development (NPD). This study takes a multidimensional approach and measures firm-to-firm collaboration on different intensity dimensions of (1) processes (mutual communication, joint engagement, sharing responsibilities) and (2) ownership (relationship commitment and mutual trust). By showing that the phenomenon of collaboration is multifaceted, this study is able to knit a more comprehensive and cohesive understanding of the differences between NSD and NPD success as the result of different patterns of collaboration. Specifically, it utilizes survey data collected from 194 alliances to substantiate how NSD and NPD differ on these collaborative dimensions and then explores their impact on NSD versus NPD performance. The findings suggest that collaboration between firms in NSD is configured and works differently than collaboration between firms in NPD. The results further show that there is a stronger, positive relationship of intensity levels of joint engagement among firms involved in product development and performance than when a new service is developed. However, the intensity of mutual trust has a stronger, positive relationship with development performance when a new service is developed than when a new product is developed. Implications are discussed, and suggestions for future research are given.
Original languageEnglish
Pages (from-to)521-535
Number of pages15
JournalJournal of Product Innovation Management
Volume28
Issue number4
DOIs
Publication statusPublished - Jul 2011
Externally publishedYes

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Product development
New product development
Predictors
New services
Innovation
Communication
New service development

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title = "A Comparison of New Service versus New Product Development: Configurations of Collaborative Intensity as Predictors of Performance",
abstract = "Collaboration among firms for innovation has received considerable attention. However, little is known about how firm-to-firm collaboration is configured in new service development (NSD) versus new product development (NPD). This study takes a multidimensional approach and measures firm-to-firm collaboration on different intensity dimensions of (1) processes (mutual communication, joint engagement, sharing responsibilities) and (2) ownership (relationship commitment and mutual trust). By showing that the phenomenon of collaboration is multifaceted, this study is able to knit a more comprehensive and cohesive understanding of the differences between NSD and NPD success as the result of different patterns of collaboration. Specifically, it utilizes survey data collected from 194 alliances to substantiate how NSD and NPD differ on these collaborative dimensions and then explores their impact on NSD versus NPD performance. The findings suggest that collaboration between firms in NSD is configured and works differently than collaboration between firms in NPD. The results further show that there is a stronger, positive relationship of intensity levels of joint engagement among firms involved in product development and performance than when a new service is developed. However, the intensity of mutual trust has a stronger, positive relationship with development performance when a new service is developed than when a new product is developed. Implications are discussed, and suggestions for future research are given.",
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A Comparison of New Service versus New Product Development : Configurations of Collaborative Intensity as Predictors of Performance. / Schleimer, Stephanie; Shulman, Arthur.

In: Journal of Product Innovation Management, Vol. 28, No. 4, 07.2011, p. 521-535.

Research output: Contribution to journalArticleResearchpeer-review

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