Complexity measurement metric for innovation implementation and product management. (1st January 2013)

• Record Type: Journal Article
• Authors: Golovatchev, Julius; Budde, Oliver
• Is Part Of: International journal of technology marketing. Volume 8:Number 1(2013)
• Page Start: 82
• Page End: 98
• Publication Date: 2013-01-01
• Subjects: complexity management -- complexity metric -- innovation management -- product lifecycle management -- PLM -- network industries; Technology -- Marketing -- Periodicals; 338.476
• Languages: English
• ISSNs: 1741-878X

Abstract

This paper derives a metric for the complexity measurement in network industries (e.g., telecommunication) by adapting a well-established method from the manufacturing industry. This metric consists of four dimensions: multiplicity, variety, interaction and dynamics, which have been further objectified by industry specific indicators. After having validated the dimensions and their interplay with industry experts from the telecommunication sector, 47 communication service providers (CSPs) have been interviewed worldwide, which reflects nearly the whole spectrum of CSPs in terms of size, region, product range and degree of state regulation. Based on the results of a cluster analysis three complexity groups with specific ranges in each complexity dimension have been identified. By assuming a complexity group depending configuration need for the innovation and product management, the authors prove the practical relevance of the metric by answering how appropriate design elements can be chosen according to the company's complexity level.