Emden, Z., Calantone, R.J. & Droge, C. (2006). Collaborating for New Product Development: Selecting the Partner with Maximum Potential to Create Value. Journal of Product Innovation Management, 23(4), 330-341.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: This article describes the results of a literature review and case study/narrative analysis used to identify the requirements for successful codevelopment alliances. A model was developed that indicates the activities and timing necessary for successful codevelopment, and includes three phases: technological alignment, strategic alignment, and relational alignment. Incorporation of these phases into the partner selection process improved new product development outcomes for all case study participants, and is also supported by the literature.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Brokers, Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Method: When seeking partners consider — in order — technological alignment (technical ability, technical resource and market knowledge complementarity, and overlapping knowledge bases); strategic alignment (motivation correspondence and goal correspondence); and relational alignment (compatible cultures, propensity to change, and long-term orientation).
Narrative analysis of case studies and literature review.
Occurrence of finding within the model: Step 3.1, Step 1.5, Step 4.1, Step 4.6

Barrier: Differences in organizational cultures, mindsets, expectations, and behavior. Knowledge spillover may result when dealing with proprietary information in collaborations. (Hanson & Lackman, 1998; Tse, Francis & Walls, 1994; Yan, Luo, & Child, 2000)
Occurrence of finding within the model: Step 3.1, Step 1.5, Step 4.1, Step 4.6

Method: Table 1 Studies on Collaborative NPD lists 12 studies related to codevelopment and collaboration in new product development. (See table 1)
Occurrence of finding within the model: Step 3.1, Step 1.5, Step 4.1, Step 4.6

Tip: Significant innovations are likely to emerge from a combination of complimentary skills (Glaister, 1996)
Occurrence of finding within the model: Step 3.1, Step 1.5, Step 4.1, Step 4.5