Purpose

Smart connected products (SCP) are the new archetype of products evolving. SCP are subtly changing the product-centric business to system-centric. Development and monetization of new SCP is an uphill task, it necessitates unique market orientation and business models. The purpose of this study is to establish a framework of variables influencing new smart connected products performance (NSCPP) at the market place, suggest methods to operationalize the framework.

Design/methodology/approach

The study identified key variables influencing NSCPP from existing literature. Conceptualized unique theoretical frameworks of these variables and empirically validated structural relationships. The study performed structural equation modeling using the data collected from 163 respondents having managed the development and monetization of 138 new SCP launches.

Findings

The study established structural relationships among selected variables proactive market orientation (ProMO), new product development proficiency (NPDPro) and business model innovation (BMoI). It revealed that the effect of ProMO is manifested through NPDPro. BMoI and NPDPro significantly influence NSCPP.

Practical implications

The study presented “ProMO Canvas” to plan and operationalize ProMO integrated with new product development (NPD) stage-gate activities. The study suggested the practitioners to execute ProMO activities preceding NPD activities and execute NPD, business model development activities in parallel to attain superior NSCPP.

Originality/value

This study is a novel effort to derive a unique empirical framework of variables ProMO, NPDPro and BMoI to attain superior NSCPP.

中文翻译：

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积极的市场导向和商业模式创新，获得卓越的新型智能互联产品性能

目的

智能互联产品 (SCP) 是不断发展的新产品原型。SCP 正在巧妙地将以产品为中心的业务转变为以系统为中心的业务。新 SCP 的开发和货币化是一项艰巨的任务，它需要独特的市场导向和商业模式。本研究的目的是建立一个影响市场上新智能互联产品性能 (NSCPP) 的变量框架，并提出实施该框架的方法。

设计/方法/方法

该研究从现有文献中确定了影响 NSCPP 的关键变量。这些变量的概念化独特的理论框架和经验验证的结构关系。该研究使用从 163 名受访者收集的数据进行了结构方程建模，这些受访者管理了 138 次新 SCP 发布的开发和货币化。

发现

该研究在选定的变量主动市场导向 (ProMO)、新产品开发能力 (NPDPro) 和商业模式创新 (BMoI) 之间建立了结构关系。它揭示了ProMO的效果通过NPDPro表现出来。BMoI 和 NPDPro 显着影响 NSCPP。

实际影响

该研究提出了“ProMO 画布”，以计划和实施与新产品开发 (NPD) 阶段性活动相结合的 ProMO。该研究建议从业者在 NPD 活动之前执行 ProMO 活动，并同时执行 NPD、商业模式开发活动以获得卓越的 NSCPP。

原创性/价值

这项研究是一项新颖的努力，旨在推导出变量 ProMO、NPDPro 和 BMoI 的独特经验框架，以实现卓越的 NSCPP。