New Product Development Alliances Research Articles

Value-creation-capture-equilibrium in new product development alliances: A matter of coopetition, expert power, and alliance importance

Alliances are often thought to be longer lasting and lead to better results when they are perceived as equal and fair in terms of how efforts and rewards are distributed. This study conceptualizes the value-creation-capture-equilibrium (VCCE) as the relative inputs and efforts made by alliance partners to create and capture innovation-related value. We seek to better understand the determinants of the VCCE in dyadic new product development (NPD) alliances. We focus on three factors from a focal firm's perspective: (1) the coopetition intensity with the alliance partner (i.e. simultaneous competition and collaboration), (2) the expert power of the alliance partner, and (3) the relative importance of the particular NPD alliance. We hypothesize that coopetition intensity stabilizes the VCCE. Furthermore, we assume that the partner's expert power and the focal firm's relative alliance importance negatively moderate the relationship between coopetition intensity and the VCCE. Based on a dataset of N = 471 NPD alliances of high-tech firms, we find partial support for our hypotheses and contribute towards a better understanding of the factors influencing the VCCE in NPD alliances.

Effect of new product alliances on building cross-functional capability: cross-fertilisation or cannibalisation?

ABSTRACTThe extant literature has focused mainly on how establishing alliances helps firms develop their capabilities within focal functional areas, while paying limited attention to the cross-functional effects of alliances. Drawing on the knowledge-spillover literature and resource-dependence theory, this study investigates the effects of new product development (NPD) alliances on building cross-functional capabilities, testing the influences of important organisational, strategic, and environmental contingencies. Based on survey data collected from 212 Chinese firms, the findings reveal that, for resource-abundant firms, R&D-focused NPD alliances have cross-functional fertilisation effects on marketing capabilities; whereas for resource-constrained or highly innovative firms such alliances cannibalise marketing capabilities; in dynamic markets, marketing-focused NPD alliances cross-fertilise technological capabilities, but such an effect is weaker in firms adopting a highly incremental innovation orientation. Overall, this study sheds new light on how NPD alliances affect cross-functional capabilities under important contingencies.

Strategic Flexibility in New High‐Technology Ventures

AbstractStrategic flexibility is a vital capability for new ventures to update their strategies in a timely manner. However, the role of external knowledge sources in new ventures’ endeavours to develop strategic flexibility are unclear. Drawing on the knowledge‐based and relational views, we explore the effect of two sources of external knowledge: new product development (NPD) alliances, representing tightly coupled sources, and loosely coupled sources such as industry associations. Our field study of 148 high‐tech ventures found that the extent to which firms utilize knowledge from NPD alliances has a curvilinear relationship with strategic flexibility, whereas the extent to which firms utilize loosely coupled sources has a positive linear relationship with strategic flexibility. We also found that in new ventures, decentralization of decision‐making and institutional support enhance knowledge integration, positively moderating these relationships.

Contract Theory: Impact on Biopharmaceutical Alliance Structure and Performance

Alliances for new product development have been studied extensively in the operations management literature. Alliances between an innovator and a partner create value by utilizing their complementary capabilities. In this paper, we seek to understand what drives the alliance structure: the choice between collaborative alliances where the parties exert joint efforts and sequential alliances where, for the most part, the partner takes over going forward. Our analysis of a data set of over 2,000 biopharmaceutical alliances reveals our main finding: a key role of operational choices is to address contract theoretic concerns faced by an alliance. We also find that aligning the choice with predictions based on contract theory has consequences for performance. Therefore, our analysis not only has descriptive power about the drivers of alliance choice, but also provides valuable insight into the performance and eventual fate of alliances formed. The online appendix is available at https://doi.org/10.1287/msom.2017.0617 .

Coopetition in New Product Development Alliances: Advantages and Tensions for Incremental and Radical Innovation

AbstractCoopetition (collaboration between competitors) can facilitate product innovation, but there is still debate about how it is suited to radical or incremental innovation. This paper argues that the early and later phases of coopetitive new product development (NPD) pose different benefits and risks for the innovation types. Building on the tensions approach to value creation and appropriation, we develop a series of hypotheses on the role of coopetition in NPD alliances and focal firm's innovation output. The hypotheses are tested on a quantitative data set of 1049 NPD alliances in the German medical and machinery sectors. The results show that, while coopetition is advantageous for incremental innovation in both pre‐launch and launch phases, radical innovation benefits from coopetition in the launch phase only.

A game theory perspective of asymmetric alliances for new product development

By adopting and extending the game theoretical model developed by Chou (2011) from symmetric firms to asymmetric firms with monetary transfers, we characterise the strategic interactions between asymmetric firms in an alliance for new product development. We also integrate the game theoretical literature and empirical studies to show that a broader–scope link alliance tends to benefit the larger firm, while a narrower–scope scale alliance tends to benefit the smaller firm. The asymmetry of benefits also enables the larger firm to subsidise the smaller firm to maintain the stability of the alliance if it is beneficial for the larger firm to do so.

Diagnosing Failure in an Organizational Strategic Alliance for New Product Development

The objective of the present study is to derive the lessons learned from an unsuccessful strategic alliance for new product development involving a Brazilian company and an international company. Organizational strategic alliances for new product development represent an alternative to the construction of competencies. This inter-organizational cooperation for complementing competencies has generated a learning process between the involved companies, thus enhancing innovation and competitiveness. The Soft Systems Methodology is suitable to address such subject given its learning feature, which is appropriate for exploring the soft problems inherent to alliances. In addition, the use of the Viable Systems Model seems to be appropriate as well, given its ability to cope with the complexity of the problem situation and diagnose the causes of eventual failure. It became clear that the application of these methodologies enabled the authors to organize the issues related to the problem situation, facilitate learning and derive recommendations regarding what could have been done to prevent failure. Such recommendations are expected to be useful in future similar situations. Copyright © 2014 John Wiley & Sons, Ltd.

The Role of Operations in Alliances for New Product Development

Alliances for new product development have been studied extensively in the operations management literature. Alliances between an innovator and a partner create value by utilizing their complementary capabilities. In this paper, we seek to understand what drives the alliance structure: The choice between collaborative alliances where the parties exert joint efforts and sequential alliances where, for the most part, the partner takes over going forward. Our analysis of a dataset of over 2000 biopharmaceutical alliances reveals our main finding: A key role of operations is to address contract theoretic concerns faced by an alliance. We also find that aligning the choice with predictions based on contract theory has consequences for performance. Therefore, our analysis not only has descriptive power about the drivers of alliance choice but also provides valuable insight into the performance and eventual fate of alliances formed.

An Empirical Study on the Success Factors of Inter-Firm Alliances for New Product Development: With a Focus on the SMEs in Korea

The purpose of this study is to identify the major determinants of performance of the R&D alliances, with an aim toward raising the success rate in cooperative relationships. In particular, this study assesses whether the success factors of purchasing relationship identified in the literature apply equally to SMEs in Korea. The results of this study indicate that inter-firm cooperation, experienced cooperation, and efficiency of government support have positive impacts on the purchase rate of new products. On the other hand, R&D intensity and resources of competencies of the firm do not influence it. Additionally, market attractiveness does not moderate the effects of the five independent variables on the purchase. The extracted determinants according to the results of surveys give valuable and practical hints to the SMEs when they make a decision on their R&D alliances with large enterprises.

Asymmetric New Product Development Alliances: Win-Win or Win-Lose Partnerships?

Interorganizational alliances are widely recognized as critical to product innovation, particularly in high-technology markets. Many new product development (NPD) alliances tend to be asymmetric, that is, they are formed between a larger firm and a smaller firm. As is the case with alliances in general, asymmetric alliances also typically result in changes in the shareholder values of the partner firms. Are the changes in shareholder values of the partner firms significant? Are asymmetric NPD alliances win-win or win-lose partnerships? Are the gains or losses symmetric for the larger and smaller partner firms? What factors drive the changes in shareholder values of the partner firms? These important questions remain largely unexplored as evidenced by the dearth of empirical research on the effect of asymmetric NPD alliances on shareholder value and on the apportionment of this value between the partner firms. We develop and empirically test a model of short-term changes in shareholder values of larger and smaller firms involved in NPD alliances, using the event study methodology on data covering 167 asymmetric alliances in the information technology and communication industries. In this model, we examine alliance, firm, and partner characteristics as potential determinants of the changes in shareholder values of the partner firms due to an NPD alliance announcement. Our model accounts for selection correction, potential cross-correlation across the residuals from the models of firm value changes for the larger and smaller firms, and unobserved heterogeneity. The results suggest that both the partners experience significant short-term financial gains, but there are considerable asymmetries between the larger and smaller firms with regard to the effects of alliance, partner, and firm characteristics on the gains of the partner firms. The results relating to alliance characteristics suggest that while a broad scope alliance enhances the financial gains for the larger firm, a scale R&D alliance (relative to a link alliance) contributes positively to the financial gains for the smaller firm. With regard to partner characteristics, while partner alliance experience positively influences the financial gains for the larger firm, it has no significant effect on the financial returns for the smaller firm. Further, partner innovativeness is positively associated with the financial gains for the larger firm, but partner reputation is unrelated to the financial gains of the smaller firm. Regarding firm characteristics, the magnitude of the financial gains accruing from a firm’s own alliance experience is considerably higher for the smaller firm than it is for the larger firm. We outline the implications of the research findings for future research and management practice.

Collaborating for New Product Development: Selecting the Partner with Maximum Potential to Create Value

The partner selection process in the formation stages of collaborative new product development (NPD) is a neglected topic. The present study investigated the partner selection processes to ascertain the potential of creating competitively advantageous products through collaboration. The goal was to develop a process theory of partner selection for collaborative NPD alliances using a theory development approach. The literatures on NPD, interfirm knowledge transfer and generation, and interorganizational relationships were tapped. These literatures motivated the approach and the research questions. Parallel with the analysis of the literature, a series of case study interviews were conducted with managers currently in collaborative dyads. Managers' inputs were used (1) to guide the theory development process and (2) to validate the relevance of the literature‐based assertions. The method of narrative analysis for building theory from case studies was adopted: Multiple indicators were collapsed into single constructs, and recurring sequences or divergences were analyzed. This resulted in the unveiling of phases in the partner selection process. The study's findings suggest that technological alignment of the partners triggered the partner‐evaluation process. This phase was followed, in order, by the strategic alignment and relational alignment phases. These later phases were as important as the initial phase in ensuring the transfer and integration of critical know‐how and in creating product value through collaboration. In addition to clarifying the definition of codevelopment alliances, this study reveals a comprehensive theoretical model of the technological, strategic, and relational aspects of partner selection in codevelopment alliances, as well as the order in which these aspects are practiced.

Strategies for collaboration in new product development

In the past decades Swedish food companies have faced increasing competition. One way of gaining competitive advantage is to find new ways of creating added value based on technological development. This may lead to the production of valueadded products, profits from licensing agreements and a boost for the company image. Businesses that want to succeed in this market also need to develop new managerial methods, in particular in identifying critical technologies and strategic collaboration partners. The presented case studies provide examples of building internal skills, employing innovative external sourcing, developing new markets with strong brands and establishing networks and alliances for new product development.