Linking open innovation and NPD process capabilities: The role of factors of organizational structure

The main purpose of this paper is to examine the relationships among open innovation, organizational structure and new product development (NPD) process capabilities. This research makes contributions to the study‘s conceptual model via examining the moderating role of organizational structure factors on the relationship between open innovation and NPD process including planning, development, marketing, and commercialization. A sample of R&D and NPD experts from 121 companies in Technology Park of Malaysia (TPM) participated in the survey. In these relationships, the focus is on the influence of open innovation on new product development process capabilities with consideration to the role of organizational structure factors. So, regression analysis and the PROCESS of Hayes were used to test the hypothesis. The results of the current study confirm that formalization moderates on the relationship between open innovation and all stages of NPD process. Furthermore, complexity moderates on the relationship between open innovation and all stages of NPD process capabilities except marketing. Also, centralization moderates on the relationship between open innovation and NPD process capabilities only in terms of planning.

Keywords:

Open Innovation , Centralization , Formalization , Complexity , New Product Development