Toward a Process Approach of Orchestrating Resources in New Product Development

Abstract

In order to be competitive on the market, firms need to create value for their customers by using resources. While resource-based theory assumes the possession of valuable and rare resources as crucial to value creation; more recently scholars have devoted further attention to the process of resource orchestration, investigating how managers structure, bundle and leverage resources in order to create value for customers. Although this framework has started shedding light on the mechanisms of using resources, empirical research has scantly adopted the processual approach so far, missing the opportunity to investigate how firms and organisational actors enact the “orchestrating” process. Among organisational processes, innovation - triggering resource renovation, technological and creative capabilities development, and creation of innovative outputs - emerges as salient to investigate resource orchestration. By implementing multiple cases, this study explores how firms orchestrate resource in product innova...