The purpose of this paper is to develop an analytical framework which can explain the structural impediment problem. This problem refers to an organizational structure which maintains the incentive to reduce unique features which might add to new product conceptualization in the new product development process. Based on our framework, the problem is stemmed in two factors as follows. The first one is related to the difficulties of assessing the originality. As originality literally means uniqueness and unconventional, it cannot be evaluated by traditional standards and criteria. The second one is related to the imperative of business performances. Management executives are responsible to business results, sales, profit, reputations of their company, and employees. They prioritize to introduce the products which contributes short term and predictable profits rather than the product with original and unique features. In this paper, we formulate the scheme of the empirical survey. It includes the concepts, dimensions, and proposal indicators. Additionally, based on our survey experiences, we propose three ways to achieve sufficient respondents and estimate survey budgets.
This is the second proof reading version. Please cite it from 大阪学院大学レポジトリlater.