Title: Alignment between product innovation and competitive priorities
Authors: Joaquin Alegre, Ricardo Chiva
Addresses: Department Administracio d'Empreses i Marketing, Campus del Riu Sec, Universitat Jaume I, 12071 Castellon, Spain ' Department Administracio d'Empreses i Marketing, Campus del Riu Sec, Universitat Jaume I, 12071 Castellon, Spain
Abstract: This paper deals with the alignment between competitive priorities and product innovation. The literature review carried out determined that product innovating companies should have specific competitive priorities in their manufacturing strategies. We propose that innovative companies follow a different set of competitive priorities compared to non-innovative companies because of the emphasis placed on flexibility and quality capabilities. In order to illustrate this proposition, we carried out two case studies in the Spanish ceramic tile industry. The first case study refers to a product innovator and the second to a non-product innovator.
Keywords: competitive priorities; alignment; product innovation; manufacturing strategy; flexibility; quality; Spain; ceramic tile industry.
International Journal of Business Performance Management, 2004 Vol.6 No.3/4, pp.287 - 297
Published online: 08 Nov 2004 *Full-text access for editors Access for subscribers Purchase this article Comment on this article