A research paper that explored whether manufacturers should strive to be “cutting edge” received the Innovation Research Interchange’s (IRI) 2023 Maurice Holland Award. 

Dr. Wesley Friske, associate professor of marketing, co-authored the paper titled, “Is ‘Cutting-Edge’ Good? Assessing Product Newness Factors in Technologically Turbulent Environments.” It was published in Research-Technology Management. 

In addition to Friske, co-authors included Drs. Michael Obal from University of Massachusetts – Lowell and the late Todd Morgan from Cleveland State University. 

Exploring the dynamics of product novelty 

The research paper delves into the intricate dynamics of product novelty and its impact on financial performance, particularly in technologically turbulent environments.  

“With respect to innovation, companies often face the dilemma of developing products that are both ‘cutting-edge’ and easily understood by customers,” Friske said.  

“The challenge for a product development team is customers may reject products that diverge too much from prior generations of products, because of the risks associated with adoption, but products that are too similar to existing products may not stand out.”  

For this study, the researchers analyzed survey data from 423 firms to better understand how product newness to both the firm and the customer impact new product development performance in different environments. 

Their findings highlight that in general, firms are effective at innovating on their own. However, customers need some environmental turbulence to adopt new innovations that are different from what they are used to. It is important for firms to continue innovating and be ready to take advantage of innovative opportunities when a technologically turbulent environment occurs. 

At the heart of the paper lies the study of differing perspectives on the novelty of new products and their implications for market success. By examining the challenges faced by product development teams in navigating the fine line between innovation and customer familiarity, the paper uncovers valuable insights about new product development success factors. 

Friske’s contribution  

As a co-author, Friske assisted with collecting data, writing the initial draft and revising drafts throughout the review process.  

“This publication is particularly important to me because I worked on it with my friends who share similar interests in innovation, and one of them [Morgan] is no longer with us,” Friske said. 

More about the award  

The Maurice Holland Award, which is named in honor of IRI’s founder, is an annual award dating back to 1982. The award recognizes the best paper published in the IRI journal, Research-Technology Management, which is a bi-monthly, peer-reviewed journal dedicated to innovation research.  

Winning papers exemplify: 

• A commitment to significant work in research and development and innovation management. 
• Originality of new management concepts. 
• Excellence in presentation. 

According to the IRI, this paper achieves all three. 

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