Roper, Stephen, Micheli, Pietro, Love, James H. and Vahter, Priit (2016) The roles and effectiveness of design in new product development : a study of Irish manufacturers. Research Policy, 45 (1). pp. 319-329. doi:10.1016/j.respol.2015.10.003

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Abstract

Investments in design can make a significant contribution to successful new product development (NPD). However, there is insufficient evidence on the most appropriate or effective role that design could play. Previous case-based research has identified alternative roles for designers in NPD, but there is only tentative evidence over such roles’ contribution to NPD outcomes. Using data on a large sample (c. 1300) of Irish manufacturing plants we are able to examine the effectiveness of three different levels of involvement of designers in NPD and their impact on NPD novelty and success. Our analysis suggests that design is closely associated with enhanced performance regardless of the type of role it plays. However, the potential effects of involving design throughout the process appear to be much greater. The relationship between design and NPD outcomes is also strongly moderated by contextual factors; for example, its significance is only evident for organisations, which also engage in in-house R&D. Also, while both small and larger plants do gain from using design as functional specialism and in some stages of the NPD process, the additional benefits of a continuous involvement of design throughout the process are only evident in larger plants. Finally, while discourse and perceptions over design's role in NPD have certainly changed over time, suggesting a much more widespread and strategic use of design, our findings provide a more static picture, showing that design engagement with the NPD process has not changed significantly over the last two decades.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	Faculty of Social Sciences > Warwick Business School > Entrepreneurship, Innovation & Management Faculty of Social Sciences > Warwick Business School > Operational Research & Management Sciences Faculty of Social Sciences > Warwick Business School > Strategy & International Business Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH):	New products -- Ireland, Capital investments
Journal or Publication Title:	Research Policy
Publisher:	Elsevier BV
ISSN:	0048-7333
Official Date:	February 2016
Dates:	Date Event February 2016 Published 6 November 2015 Available 12 October 2015 Accepted 9 June 2014 Submitted
Volume:	45
Number:	1
Page Range:	pp. 319-329
DOI:	10.1016/j.respol.2015.10.003
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Open Access
Funder:	Economic and Social Research Council (Great Britain) (ESRC)
Grant number:	RES-062-23-2767 (ESRC)

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