Purpose

Firms use design capability across the globe to compete and increase sales, e.g. Apple. However, the payoff from design know-how has been overlooked thus far. Academic research lags in this space despite the intersection of sales, technology and design in practice. This paper provides researchers and managers with implications of the interplay between design capability and technological market conditions to enhance a firm's sales.

Design/methodology/approach

Firms' capability design, and sales impact have been studied in this paper across different technological market conditions. Primary technological conditions of the industry under which firms operate are captured, which are technological intensity (TI), technological competitive intensity (TCI) and technological maturity (TM). Their interplay has been studied using panel data analysis, examining fixed and random effects.

Findings

Design is an important, interesting and non-imitable capacity that yields positive firm execution results. It provides an urgent differentiator and improves deal development. This study found that all four hypotheses are generally supported. The main finding is that, provided underlying technology is good, design significantly improves sales, but design alone cannot substitute for poor technology.

Practical implications

The results of this study link the three technological environment conditions, namely, TI, TCI and TM with sales growth. The authors find that design can and does add to superior performance, provided technological excellence exists prior. But, in the absence of good technology, design alone will hinder performance.

Originality/value

This paper examines the effect of firm design capability on sales growth. The paper finds a positive moderating effect of TCI and TM but a negative moderating effect of TI. The researchers believe these aspects of the design have not been studied before.

中文翻译：

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在技​​术环境的调节作用下展开设计和技术以实现卓越的销售增长

目的

公司在全球范围内使用设计能力来竞争和增加销售额，例如 Apple。然而，迄今为止，设计知识的回报一直被忽视。尽管销售、技术和设计在实践中存在交集，但学术研究在这一领域仍然滞后。本文为研究人员和管理人员提供了设计能力和技术市场条件之间的相互作用对提高公司销售额的影响。

设计/方法/途径

本文研究了不同技术市场条件下的公司能力设计和销售影响。捕获了企业运营所在行业的主要技术条件，即技术强度 (TI)、技术竞争强度 (TCI) 和技术成熟度 (TM)。已经使用面板​​数据分析研究了它们的相互作用，检查了固定和随机效应。

发现

设计是一种重要、有趣且不可模仿的能力，可以产生积极的公司执行结果。它提供了一个紧迫的差异化因素并改善了交易发展。本研究发现，所有四个假设均得到普遍支持。主要发现是，如果基础技术良好，设计会显着提高销售额，但单靠设计不能替代糟糕的技术。

实际影响

本研究的结果将三个技术环境条件，即 TI、TCI 和 TM 与销售增长联系起来。作者发现，设计可以而且确实会增加卓越的性能，前提是先有卓越的技术。但是，在没有好的技术的情况下，单靠设计会阻碍性能。

原创性/价值

本文考察了公司设计能力对销售增长的影响。本文发现 TCI 和 TM 具有正调节作用，而 TI 具有负调节作用。研究人员认为，设计的这些方面以前没有被研究过。