Where and how does a product evolve? Product innovation pattern in product lineage

Abstract

This study overcomes the limitations of the technology life cycle (TLC) model by deriving a product lineage within a phylogenetic tree to identify the product development trajectory and quantitatively measure innovativeness by measuring the average information content of the product's technical characteristics. The cyclical pattern of changes in the innovativeness in product lineage was modeled, referred to as the product lineage life cycle (PLLC) model. To verify the appropriateness of the proposed models, an empirical study was conducted using 11,013 mobile products introduced into the global market from 1995 to 2021. The results indicate that the PLLC model provides product-level technology life-cycle information, which can be used for specific product development strategies at the firm level. Moreover, product development strategies among firms were observed by constructing firm-level PLLCs into a phylogenetic tree; successful innovative firms accumulated high product innovativeness within their unique product lineages. The results of this study contribute to academic diversity by providing an alternative approach and a microfoundation to the majority of existing TLC research fields. This is expected to enable life-cycle analysis of detailed products, which can contribute to specific technology development strategies of firms for their products.