Does Complexity Deter Customer-Focus?
Economic models suggest that firms use a simple cost-benefit calculation to evaluate customer requests for new product features, but an extensive organizational literature shows the decision to implement innovation is more nuanced. We address this theoretical tension by studying how firms respond to customer requests for incremental product innovations, and how these responses change when the requested innovation is complex. Using large sample empirical analyses combined with detailed qualitative data drawn from interviews, we find considerable variance in the relationship between customer demands, complexity, and investments in incremental innovations. The qualitative study revealed the importance of organization structures, competitive pressures, and incentives for resource allocation processes.
innovation, customer focus, complexity, qualitative study, software industry
Computer Sciences | Management Information Systems
Information Systems and Management
Strategic Management Journal
ETHIRAJ, Sendil K.; RAMASUBBU, Narayanasamy; and Krishnan, M. S..
Does Complexity Deter Customer-Focus?. (2012). Strategic Management Journal. 33, (2), 137-161. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/1470