De l'intégration des perspectives opérationnelles et marketing sur l'innovation produit: l'influence des facteurs portant sur les processus organisationnels et des compétences sur le développement de la performance
Restricted accessResearch articleFirst published online December, 2001
De l'intégration des perspectives opérationnelles et marketing sur l'innovation produit: l'influence des facteurs portant sur les processus organisationnels et des compétences sur le développement de la performance
Cet article adopte une vision pluridisciplinaire de l'innovation en intégrant les perspectives opérationnelles et marketing sur le développement de produits. Le cadre conceptuel repose sur l'approche fondée sur les ressources de la firme et sur la théorie du traitement organisationnel de l'information pour caractériser les relations entre les facteurs portant sur les processus organisationnels, les compétences en matière de développement de produits, les incertitudes majeures, et la performance opérationnelle et de marché pour les projets de développement de produits. Les données issues d'un échantillon en cross-section de 120 projets de développement achevés pour des biens assemblés sont analysées à l'aide d'une régression hiérarchique modérée en deux temps. Les résultats montrent que: (1) les facteurs portant sur les processus organisationnels étudiés sont associés avec la réalisation d'objectifs opérationnels concernant le profit pour la qualité du produit, le coût unitaire et le temps de mise sur le marché; (2) la réalisation de résultats opérationnels aide à la réalisation de résultats commerciaux, suggérant que les compétences de développement sont bien des ressources précieuses pour la firme; (3) ces relations sont robustes en condition d'incertitude concernant la technologie, le marché et l'environnement. Cet article énonce des conseils pratiques pour savoir comment les projets de développement de produits peuvent être mieux gérés afin d'en faire un succès opérationnel aussi bien que sur le marché. De plus, cet article constitue une base théorique et empirique pour la recherche future sur l'influence des facteurs organisationnels et des compétences sur les différents résultats de l'innovation produit.
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