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Unfolding Design and Technology for Superior Sales Growth Under Moderating Effect of Technological Environment

Belal, H, Shilpa, P, Kiran, K, Prashant, B and Cyril, F (2022) Unfolding Design and Technology for Superior Sales Growth Under Moderating Effect of Technological Environment. Journal of Enterprise Information Management. ISSN 1741-0398

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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 technology 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.
Originality/Value - This paper examines the effect of firm design capability on sales growth. The paper finds a positive moderating effect of technological competitive intensity and technological maturity but a negative moderating effect of technological intensity. We believe these aspects of the design have not been studied before.
Practical/Managerial Implications - The results of this study link the three technological environment conditions viz. technological intensity, technological competitive intensity, and technological maturity with sales growth. We 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.

Item Type: Article
Additional Information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords: Design; Capability; Technology; Sales; 0806 Information Systems; 0807 Library and Information Studies; 1503 Business and Management; Business & Management
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
T Technology > T Technology (General)
Divisions: Business & Management (from Sep 19)
Publisher: Emerald
SWORD Depositor: A Symplectic
Date Deposited: 07 Nov 2022 10:15
Last Modified: 14 Feb 2023 12:15
DOI or ID number: 10.1108/JEIM-07-2022-0253
URI: https://researchonline.ljmu.ac.uk/id/eprint/18031
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