Research On Product Iteration Innovation Mechanism Based On Generative Capability

Product innovation is one of the core competitiveness of enterprises. With the advent of the Internet era, users accustomed to fast-changing and complex environment. External knowledge is readily available, users demand volatility, and extensive user participation in product innovation promote that the competitiveness of enterprises change to user needs and user experience. Therefore, product innovation presents a new model, the product innovation model combining Internet thinking is iterative innovation. Iterative innovation which more focused on efficient and user can put a quicker development of products base on smaller costs. Therefore, the study of how companies quickly and efficiently carry out product iteration innovation, not only enrich product innovation theory, but also provide practical guidance to companies.Through coding 6 Chinese enterprise cases by grounded theory approach. Use Nvivo8.0 software for open coding, axial coding and selective coding with the data. By induction and deduction, mining category of data, formed 17 sub-categories and five main categories, and identify the nature and relationship between the categories. Finally summed up them as the core category called "generative capability". Theoretical model based on the results of the analysis revealed the mechanism of product iteration innovation. The results show: generative capability is defined as: generative capability is high level convention of develop multi- generation products that according to demand, on the basis of effective integration of internal and external knowledge, enterprise continuously iterate and reconstruct the knowledge embedded in the current product. generative capability is the base ability of implementation of iterative innovation to develop new multi- generation products, which is the premise of promoting companies to develop new multi- generation products. Generative capability includes five kinds of ability: identify demands, internal knowledge heritage, absorb knowledge outside the enterprise, enterprise knowledge integration on internal and external, trial and error and reflection. identify demands is the basis of generative capability, internal knowledge heritage is internal support of generative capability, absorb knowledge outside the enterprise is external support of generative capability, enterprise knowledge integration is the core of generative capability, enterprise trial and error and reflection is self-verification and improvement of generative capability.