New Product Advantage Infused by Marketing and Technical Resources: Does Modularity Design Matter? An Abstract

Building on the resource-based view, this research aims to examine how marketing and technical resources impact new product advantage when product design (i.e., product modularity) and process design (i.e., process modularity) capabilities vary. Compared to firm-level resources, project and program level resources are more detailed and less obvious to firms’ competitive advantage. As a result, there have been limited insights on how such resources influence NPD projects in different contexts. Yet, selecting and allocating resources for NPD projects are complicated, challenging, and critical for managers to advance the projects.