Introduction Case Study 6: Hypothesis-testing practice-oriented research
11.2.2 Hypothesis
In order to achieve this objective we were keen to make use of a theory that we had developed that states that a firm’s strategic flexibility is deter- mined by its operations flexibility. The concept of strategic flexibility relates to how flexibly the firm can react to demands of the market. We define this type of flexibility as a firm’s capability to introduce new products on the market at the right moment. We assumed that the earlier a new product with a desired level of attractiveness, quality, and price is introduced, the higher is the resulting market share. We define oper- ations flexibility as a firm’s capability to develop new products in a short time. We assumed that the degree to which standard designs are reused for components in a new product has a direct inverse relation to the time required for the development of the new product. Based on these theoretical notions we formulated the following hypothesis: Hypothesis: The degree to which standard designs are reused for components in a new product in this firm has a direct positive relation to the market share of that new product. Our hypothesis formulates a relation between the degree to which standard designs are reused in the process of product development in this firm and the resulting market share. If this hypothesis is proven to be true, the firm is able to draw a conclusion from it regarding its current resource-based capabilities to design and launch new products. We could only test this hypothesis by using the firm’s expertise and experience regarding the development process of new products as well as regarding the market on which new products are introduced. 234 We wanted to represent this expertise in a computer model of this firm’s product development process and of the market in such a way that we would be able to: 1. generate scenarios with different percentages of components of new products, for which standard designs were reused, in order to estimate the degree to which a shortening of the development process would occur, and 2. generate scenarios with different timings of the introduction of new products, as well as the attractiveness and price of these products, in order to estimate the resulting market share. We would then determine what level of reuse of standard designs would be required in this firm to produce new products of sufficiently high attractiveness, and at sufficiently low cost, for introducing them at a sufficiently low price to the market, at the right moment. Finally, we would deduce from our model of the development process of new products whether the required level of operations flexibility was pres- ent in this firm.11.2.3 Measurement
We first explored the firm’s situation by arranging a “focus group” con- sisting of two senior managers from the functional area of product development. Although these two managers belonged to a single func- tional area, their background was different. The expertise of one was in marketing, whereas the expertise of the other was in technology development. Because they also knew other functional areas of the organization very well, they were able to represent those areas with an integrative view. We had meetings with this small group in a relaxed and informal setting in which we could optimally tap their knowledge and expertise. In the group sessions, we explored the nature of the market as well as the kind of competencies required from different functional areas. It was discussed whether the new product strategy of the firm was technology driven or market driven. An inventory was made of the activities in this company that are involved in creating, producing, and marketing new products. In a second stage of exploration, information was collected from vari- ous team leaders of product development projects, and from managers in marketing and technology development. We also reviewed relevant documents and publications concerning production attributes, tech- nology, product portfolio, and market position of competitors, as well as their competencies. Subsequently, in group discussions with teamParts
» BUKU | SAIDNA ZULFIQAR BIN TAHIR (VIKAR)
» Our definition of a case study
» Chapter 2: Case studies in business research
» Chapter 3: Principles of research Chapter 4: Theory-testing research general
» Chapters 10–11: Practice-oriented research Overview of the book
» Reading specific topics Overview of the book
» Suggestions for students How to read this book
» References BUKU | SAIDNA ZULFIQAR BIN TAHIR (VIKAR)
» Types of case study research
» Objectives of case study research
» Guidelines for case study research
» Evaluations of case study research
» Conclusion BUKU | SAIDNA ZULFIQAR BIN TAHIR (VIKAR)
» General research objectives of theory-oriented and practice-oriented research
» Orientation: how to choose between theory-oriented or practice-oriented research
» Theory Principles of theory-oriented research
» Theory-oriented research: contribution to theory development
» Replication Principles of theory-oriented research
» Representativeness, external validity, and generalizability
» Exploration of theory Exploration for theory-oriented research
» Exploration of practice for finding a proposition
» Exploration of practice for confirming the relevance of a proposition
» Contributions to theory development
» Practice Principles of practice-oriented research
» Practice-oriented research: contribution to a practitioner’s knowledge
» Exploration of practice Exploration for practice-oriented research
» Research objectives in theory-testing research
» Propositions that express a sufficient condition
» Propositions that express a necessary condition
» Propositions that express a deterministic relation
» Propositions that express a probabilistic relation
» Business relevance of propositions
» Strategy for testing a proposition that expresses a sufficient condition
» Strategy for testing a proposition that expresses a necessary condition
» Strategy for testing a proposition that expresses a deterministic relation
» Strategy for testing a proposition that expresses a probabilistic relation
» Testing more complex conceptual models
» Outcome and implications BUKU | SAIDNA ZULFIQAR BIN TAHIR (VIKAR)
» Summary BUKU | SAIDNA ZULFIQAR BIN TAHIR (VIKAR)
» Introduction How to test a sufficient or a necessary condition with a case study
» Candidate cases How to test a sufficient or a necessary condition with a case study
» Case selection How to test a sufficient or a necessary condition with a case study
» Hypothesis How to test a sufficient or a necessary condition with a case study
» Measurement How to test a sufficient or a necessary condition with a case study
» Data presentation Data analysis
» Replication strategy How to test a sufficient or a necessary condition with a case study
» Domain Conceptual model Theory
» Research objective Case Study 1: Theory-testing research: testing a necessary condition
» Research strategy Case Study 1: Theory-testing research: testing a necessary condition
» Candidate cases Case selection
» Hypotheses Case Study 1: Theory-testing research: testing a necessary condition
» Measurement Case Study 1: Theory-testing research: testing a necessary condition
» Radical innovation projects Data presentation
» Incremental innovation projects Data presentation
» Data analysis Case Study 1: Theory-testing research: testing a necessary condition
» Replication strategy Case Study 1: Theory-testing research: testing a necessary condition
» Theory Methodological reflection on Case Study 1
» Research objective Methodological reflection on Case Study 1
» Research strategy Methodological reflection on Case Study 1
» Candidate cases Methodological reflection on Case Study 1
» Case selection Methodological reflection on Case Study 1
» Hypothesis Measurement Methodological reflection on Case Study 1
» Data presentation Methodological reflection on Case Study 1
» Data analysis Methodological reflection on Case Study 1
» Replication strategy Methodological reflection on Case Study 1
» Research strategy Case Study 2: Theory-testing research: testing a necessary condition
» Candidate cases Case Study 2: Theory-testing research: testing a necessary condition
» Case selection Case Study 2: Theory-testing research: testing a necessary condition
» Hypothesis Case Study 2: Theory-testing research: testing a necessary condition
» Measurement Case Study 2: Theory-testing research: testing a necessary condition
» Theory Methodological reflection on Case Study 2
» Candidate cases Methodological reflection on Case Study 2
» Case selection Methodological reflection on Case Study 2
» Hypothesis Methodological reflection on Case Study 2
» Measurement Methodological reflection on Case Study 2
» Data presentation Methodological reflection on Case Study 2
» Data analysis Methodological reflection on Case Study 2
» Replication strategy Methodological reflection on Case Study 2
» Introduction How to test a deterministic relation with a case study
» Candidate cases How to test a deterministic relation with a case study
» Case selection How to test a deterministic relation with a case study
» Hypothesis How to test a deterministic relation with a case study
» Data analysis How to test a deterministic relation with a case study
» Replication strategy How to test a deterministic relation with a case study
» Introduction Case Study 3: Theory-testing research: testing a deterministic relation
» Research objective Case Study 3: Theory-testing research: testing a deterministic relation
» Research strategy Case Study 3: Theory-testing research: testing a deterministic relation
» Hypotheses Case Study 3: Theory-testing research: testing a deterministic relation
» Measurement Case Study 3: Theory-testing research: testing a deterministic relation
» Theory Methodological reflection on Case Study 3
» Research objective Research strategy
» Candidate cases Methodological reflection on Case Study 3
» Case selection Hypotheses Methodological reflection on Case Study 3
» Measurement Data presentation Methodological reflection on Case Study 3
» Introduction How to test a probabilistic relation with a case study
» Introduction Case Study 4: Theory-testing research: testing a probabilistic relation
» Research objective Case Study 4: Theory-testing research: testing a probabilistic relation
» Research strategy Case Study 4: Theory-testing research: testing a probabilistic relation
» Candidate cases Case Study 4: Theory-testing research: testing a probabilistic relation
» Case selection Case Study 4: Theory-testing research: testing a probabilistic relation
» Hypotheses Measurement Case Study 4: Theory-testing research: testing a probabilistic relation
» Data presentation Case Study 4: Theory-testing research: testing a probabilistic relation
» Data analysis Case Study 4: Theory-testing research: testing a probabilistic relation
» Theory Methodological reflection on Case Study 4
» Specifying the relation between known concepts
» Discovering a not yet known concept
» Discovering concepts and their relation
» Discovering concepts Principles of theory-building research
» Research strategies in theory-building research
» Outcome and implications Summary
» Introduction How to design and conduct a theory-building case study
» Candidate cases How to design and conduct a theory-building case study
» Case selection How to design and conduct a theory-building case study
» Extracting relevant evidence How to design and conduct a theory-building case study
» Coding How to design and conduct a theory-building case study
» Data presentation How to design and conduct a theory-building case study
» Sufficient condition Data analysis
» Necessary condition Data analysis
» Deterministic relation Data analysis
» Sufficient condition An example of data analysis
» Necessary condition An example of data analysis
» Deterministic relation Probabilistic relation
» Outcome How to design and conduct a theory-building case study
» Introduction Case Study 5: Theory-building research
» Candidate cases Case Study 5: Theory-building research
» Case selection Extracting relevant evidence
» Coding Case Study 5: Theory-building research
» Outcome Case Study 5: Theory-building research
» Justification of a theory-building case study
» Candidate cases Methodological reflection on Case Study 5
» Data analysis Methodological reflection on Case Study 5
» Outcome Methodological reflection on Case Study 5
» Research objective in hypothesis-testing research
» Research strategy in hypothesis-testing research
» Research objective in hypothesis-building research
» Research objective of descriptive practice-oriented research
» Research strategy of practice-oriented descriptive research
» Introduction How to design and conduct a practice-oriented case study
» Case selection How to design and conduct a practice-oriented case study
» Implications of the research results
» Introduction Case Study 6: Hypothesis-testing practice-oriented research
» Hypothesis Case Study 6: Hypothesis-testing practice-oriented research
» Measurement Case Study 6: Hypothesis-testing practice-oriented research
» Data analysis Case Study 6: Hypothesis-testing practice-oriented research
» Results and implications Case Study 6: Hypothesis-testing practice-oriented research
» Practice Methodological reflection on Case Study 6
» Research objective Methodological reflection on Case Study 6
» Case selection Methodological reflection on Case Study 6
» Measurement Methodological reflection on Case Study 6
» Data presentation Methodological reflection on Case Study 6
» Data analysis Methodological reflection on Case Study 6
» Implications for practice Methodological reflection on Case Study 6
» Introduction Case Study 7: Descriptive practice-oriented research
» Absence of guidelines or criteria
» Measurement Case Study 7: Descriptive practice-oriented research
» Data presentation Case Study 7: Descriptive practice-oriented research
» Concept definition Case Study 7: Descriptive practice-oriented research
» Implications Case Study 7: Descriptive practice-oriented research
» Practice Research objective Methodological reflection on Case Study 7
» Case selection Measurement Methodological reflection on Case Study 7
» Data presentation Methodological reflection on Case Study 7
» Data analysis Methodological reflection on Case Study 7
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