Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

3-2026

Abstract

In an increasingly competitive global market characterized by accelerating technological iteration and rapidly evolving consumer demands, innovation has become a critical means for firms to adapt to dynamic changes and achieve competitive advantage. Grounded in dynamic capabilities theory and the resource-based view, this study empirically investigates the mechanisms through which product innovation and process innovation affect product performance, drawing on survey data from 215 products. It further examines the mediating role of product flexibility and the moderating effect of product positioning. The results indicate that both product innovation and process innovation have a significant positive impact on product performance. Product flexibility mediates the relationship between the two types of innovation and product performance, as both types of innovation indirectly enhance product performance by improving product flexibility. Moreover, a differentiation-focused product positioning positively moderates the relationship between product innovation and product flexibility, while a cost-leadership product positioning positively moderates the relationship between process innovation and product flexibility. Heterogeneity analysis reveals that the effects of product innovation, process innovation, and product flexibility on product performance vary across different contexts, including the pace of market change, technological barriers and time since market launch. Finally, based on the research findings, this study proposes practical implications from five aspects: optimizing the allocation of innovation resources, cultivating product flexibility capabilities, aligning with product positioning strategies, formulating differentiated strategies, and establishing dynamic monitoring and adjustment mechanisms. These insights provide guidance for firms seeking to enhance product performance and offer empirical evidence for theoretical research in the field of innovation management.

Keywords

Product Innovation, Process Innovation, Product Performance, Product Flexibility, Differentiation, Cost Leadership

Degree Awarded

Doctor of Bus Admin (CKGSB)

Discipline

Strategic Management Policy | Technology and Innovation

Supervisor(s)

ZHANG, Man

First Page

1

Last Page

168

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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