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Platform Strategy for New Product Development: The Mediating Effect of Product Platform Strategy in the Korean High Technology Industry

Platform Strategy for New Product Development: The Mediating Effect of Product Platform Strategy in the Korean High Technology Industry
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Author(s): Sang-Wuk Ku (Pai Chai University, South Korea)
Copyright: 2020
Pages: 21
Source title: Handbook of Research on Strategic Fit and Design in Business Ecosystems
Source Author(s)/Editor(s): Umit Hacioglu (Istanbul Medipol University, Turkey)
DOI: 10.4018/978-1-7998-1125-1.ch006

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Abstract

This chapter proves the mediating effect of product platform strategies on the relationship between a firm's subject, environment, and resources and the performance of new product development in the perspective of platform leadership. The author analyzed the mediating role of product platform strategy by considering CEO propensity, competition and customers, and competitiveness of retained resources. Compared to the past, in the perspective of platform leadership, the product platform strategy has a critical effect on the relationship between the business scope of a platform leader, the external relationship with complementors, and the internal organization of a platform leader impact on the performance of new product development. As a result of hierarchical regression analysis with the data of Korean high technology companies, the product platform strategy would be mediating the relationship between the antecedents such as CEO propensity, competition and customers, and competitiveness of retained resources and NPD performance.

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