Opportunities and challenges of increased digitalization during new product introduction

Abstract

This study addresses a critical gap in the literature by providing a comprehensive analysis of the organizational opportunities and challenges linked to increasing digitalization within the context of New Product Introduction (NPI), with a particular focus on large organizations within the manufacturing industry. The study introduces a framework that integrates opportunities, challenges, and tentative mechanisms associated with digitalization, employing a sociotechnical perspective that considers the interdependencies among tools/technology, processes, and people. This holistic approach highlights the multifaceted nature of digitalization and emphasizes the necessity of balancing these dimensions to achieve successful NPI outcomes. By adopting a sociotechnical perspective on increasing digitalization during NPI, the study underscores the complexity of digitalization challenges, which span technological, process-related, and human factors. The framework extends existing research and offers valuable insights for academics and practitioners, facilitating a deeper understanding of digitalization's complexities in large manufacturing organizations.