The impact of the different strategies in the innovation context: the Semicom case.

While some organizations are benefitting from new product development activities, many struggles occur with managing the complexity and uncertainty of this processes. Following recommendations from the literature, this dissertation focuses on New Product Development (NPD) processes with the aim of exploring how such processes can be managed to get a successful product. The purpose is to contribute with insights on the notoriously difficult management tasks, allowing for reflections on and improvement of managing these processes. The research by first reviewing the literature from both strategy and digitalization, then positioning the dissertation in the stream of literature within different strategies such as servitization and co-development with complex responsive processes. Next, the gaps in the extant knowledge are identified, pointing out the research questions the study will address. The study aims to contribute to the investigation on the impact of the different strategies in the innovation context. To this end, Pragmatic Constructivism (PC) is a useful guide for trying to analyse the effect of the different strategies occurr in NPD contexts (i.e. servitization, co-development strategy and so on). Moreover, the findings reveal that the PC proved to be a reasonable theoretical basis for the three purposes of this study, guiding the interpretation of the data and the reading of the field evidence of a case study conducted in 2021 in Semicom