Rather, a firm's product change orientation and its level of technology competence are more likely to have a direct impact on product advantage. However, the hypothesized moderating effects were not confirmed. The analysis confirmed that a PC firm's product rate of change is positively associated with its product advantage and that its product advantage, in turn, is positively associated with its market share and growth performance. companies in the personal computer (PC) industry. These were tested using hierarchical and linear regressions, based on survey data collected from 55 U.S. A conceptual model linking a firm's product change intensity to its product advantage-and, in turn, to its market performance-with strategic product change orientation and technology competence as moderating effects, was used as a foundation for the study's hypotheses. The purpose of this study was to explore the impact of a firm's product change frequency, also referred to as product change intensity. ABSTRACT Product change decisions, such as the frequency of new product introductions, can impact product performance characteristics, sales, and market share of several generations of products and, therefore, a firm's long-term survival and growth.
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