Unfolding design and technology for superior sales growth under moderating effect of technological environment

Abstract

PurposeFirms use design capability across the globe to compete and increase sales, e.g. Apple. However, the payoff from design know-how has been overlooked thus far. Academic research lags in this space despite the intersection of sales, technology and design in practice. This paper provides researchers and managers with implications of the interplay between design capability and technological market conditions to enhance a firm's sales.Design/methodology/approachFirms' capability design, and sales impact have been studied in this paper across different technological market conditions. Primary technological conditions of the industry under which firms operate are captured, which are technological intensity (TI), technological competitive intensity (TCI) and technological maturity (TM). Their interplay has been studied using panel data analysis, examining fixed and random effects.FindingsDesign is an important, interesting and non-imitable capacity that yields positive firm execution results. It provides an urgent differentiator and improves deal development. This study found that all four hypotheses are generally supported. The main finding is that, provided underlying technology is good, design significantly improves sales, but design alone cannot substitute for poor technology.Practical implicationsThe results of this study link the three technological environment conditions, namely, TI, TCI and TM with sales growth. The authors find that design can and does add to superior performance, provided technological excellence exists prior. But, in the absence of good technology, design alone will hinder performance.Originality/valueThis paper examines the effect of firm design capability on sales growth. The paper finds a positive moderating effect of TCI and TM but a negative moderating effect of TI. The researchers believe these aspects of the design have not been studied before.

Designing success

“…The work of Parkhi et al (2022), has examined the impact of technological intensity (TI), technological competitive intensity (TCI), and technological maturity (TM) on firms, and how they can be combined with strong design to boost competitive advantage. The results of their work have shown that design has a significant and positive effect on firm performance irrespective of their strengths in TI, TCI, or TM fields.…”