Study On The Relationship Between Failure Learning,Iterative Innovation And The Speed Of New Product Development

The General Secretary pointed out in the report to the Party’s 20 th National Congress that "we must adhere to the principle that innovation is the primary driving force,thoroughly implement the innovation-driven development strategy,open up new areas and new tracks for development,constantly shape new drivers and advantages for development,and accelerate the implementation of the innovation-driven development strategy".The14 th Five-Year Plan for National Economic and Social Development and the Outline of2035 Vision Goals of the People’s Republic of China calls for supporting new innovation entities,diversifying investment entities,and pooling superior resources to tackle key core technologies such as biology,medicine,key parts and components,and basic materials.In the new era of socialism with Chinese characteristics,innovation is playing an increasingly important role in the path of enterprise development.However,in the context of intensified global competition,the imperfect innovation system and market-oriented mechanism,insufficient research and development funds in the whole society,difficult to conquer core technologies,weak intellectual property protection,lack of talent innovation vitality and other factors undoubtedly limit the comprehensive development of innovation activities at a certain level.Enterprises themselves also face the dilemma of turbulent innovation environment,lack of innovation talents and lack of innovation resources,which to a large extent limit the innovation development of enterprises.For enterprises,new product development is an important means of enterprise innovation.In the process of new product development,effective control of its influence path and influence level,grasp the influence factors on new product development,can enhance the market competitiveness of enterprises and promote enterprise innovation.The speed of new product development is crucial to the survival and development of enterprises.As a pioneer,enterprises can establish technology and industry standards,seize scarce resources and suppliers,gain competitive advantages over latecomers,and ensure favorable market position.Rapid new product development also allows companies to adapt to the dynamic business environment more easily and respond quickly to changes in consumer demand.These benefits are believed to set the stage for the success of new products.The goal of new products is to better meet the needs of customers.Adopting an iterative approach to product development enables these enterprises to respond to the market quickly and introduce new ways to meet the needs of customers.Technology exchange creates opportunities for technology transfer between enterprises,which can help enterprises understand new external technologies,improve new product design,reduce conflicts caused by inconsistent goals,reach consensus,and improve the speed of new product development.Through iterative innovation,enterprises can quickly change product prototypes,meet customers’ existing and potential market demands,form new products with high market acceptance and strong product stickiness,and improve the efficiency of new product development.An organization that emphasizes learning activities has the ability to diversify market information and unique problem solving skills,and is more likely to accommodate new technologies in the process of new product development.The enterprise with stronger failure learning ability creates more added value,has more cooperative enterprises,and has better performance.Failure learning has a positive impact on innovation.If an enterprise can acquire new knowledge and combine existing knowledge with different innovation modes,it will perform well in product innovation and manufacturing process.In other words,the stronger the failure learning ability of the enterprise,the higher the level of new product innovation and development.By learning from the failures that occur in the development process,carefully considering the dilemmas that occur in the product development process,analyzing market opportunities and threats,and proposing alternative solutions to market and technical problems,new product development teams are more likely to generate the innovative ideas necessary for the success of new product development,allowing them to use information more effectively and act creatively.Solve problems in new product development through iterative innovation,thus speeding up new product development and producing innovative products that can challenge existing and differentiate from competitors.Based on the above analysis,this study,based on the organizational learning theory,explores the influence mechanism of failed learning on the speed of new product development by reading and sorting out relevant literature,and introduces iterative innovation into this mechanism to explore how iterative innovation plays a mediating role between failed learning and the speed of new product development.At the same time,industrial competition intensity is introduced into this mechanism as a moderating variable to explore how industrial competition intensity plays a moderating role under the relationship between failure learning and iterative innovation,so as to build a theoretical framework model of "failure learning-iterative innovation-new product development speed".In order to comprehensively explore the influence path and mechanism of failure learning on the new product development speed,This research is mainly carried out from the following aspects: First,based on the literature review,the concepts of failure learning,iterative innovation,new product development speed,industry competition intensity are defined and related research analysis;Second,based on organizational learning theory,relevant literature review was conducted,the relationship between variables was analyzed,the research hypothesis was proposed,and the conceptual model was constructed.Third,design a questionnaire based on the research theme and distribute the questionnaire to obtain sample data;Fourthly,the data were processed and analyzed.Based on SPSS 22.0and MPLUS8.3,the relevant reliability test,validity test,hypothesis test,mediating effect test and moderating effect test were conducted.Fifth,draw relevant conclusions,and according to the conclusions,explain the theoretical contribution and management enlightenment,and analyze the shortcomings of this research and future prospects.This study finally draws the following conclusions:(1)Failure learning has a significant positive impact on the speed of new product development.The stronger the failure learning ability of enterprises,the faster the speed of new product development;(2)Failure learning has a significant positive impact on iterative innovation.The stronger the failure learning ability is,the more inclined enterprises are to choose the iterative innovation model.(3)The iterative innovation has a positive effect on the speed of new product development,and the iterative innovation mode is conducive to the improvement of the speed of new product development;(4)Iterative innovation plays a mediating role between failure learning and new product development speed;(5)Industry competition intensity negatively moderates the relationship between failure learning and iterative innovation.The greater the industry competition intensity,the weaker the positive influence of failure learning on iterative innovation.The conclusions of this study have certain significance for new product development in both theory and practice: In theory,this study connects failure learning with the speed of new product development,introduces iterative innovation,explores the relationship between failure learning,iterative innovation and the speed of new product development,enricheds the relevant research on new product development,expands the research on the ante-variable of new product development speed,and studies on the mediating role of iterative innovation.In practice,it is helpful for enterprises to cope with the increasingly fierce competition in the industry through the decision thinking and logical direction of "failure learning-iterative innovation-new product development speed" in the situation of failure,and provides suggestions and decision-making reference for enterprises to make strategic orientation.