Innovative Product Development Strategy and Processes: The Case of Nintendo’s Wii
Date Issued
2007
Date
2007
Author(s)
Kung, Hui-Shuo
DOI
en-US
Abstract
The emergence of disruptive product is closely associated with the external and internal conditions a company encountered. Moreover, successful disruptive product development is getting linked with the proficiency of steps carried out prior to entering the development phase. Among all these steps, concept generation appears to be the linchpin in whole development process. It is the point where market information, strategic plans, and technological feasibility must be balanced and is a major procedure to achieve company’s mission and goal.
Due to the importance of disruptive product development, we applied a case study method aiming at constructing a comprehensive framework to identify the variables that drive the disruptive innovation and affect the concept generation processes. We took a disruptive product case –Nintendo’s Wii console as our research case and based on the previous frameworks regarding technology ecosystem and new product strategy, we formulated a comprehensive research framework to guide the exploration on this case.
Based on the research findings, we proposed two variables―”technology overshooting” and “market constraint” as important factors that drive the disruptive innovation. In addition, we proposed that the emergence of a disruptive product might bring in a new technology ecosystem and thus weaken the previous product evolution path triggered by old component technology in old technology ecosystem. As for the concept generation process, we suggest that “consumer involvement” is not a must in product development process. Furthermore, we proposed two variables―“timing of technology intervention” and “organizational resources” as critical factors that would influence the concept generation results. Practical implications of these results and suggestions to future research are also discussed.
Subjects
產品開發
破壞性創新
概念發想流程
Product development
Disruptive innovation
Concept generation
Type
thesis
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