Driving factors for unplanned iterations in IoT new product development: a data-value chain perspective
Elisabeth Häusler; Wolfgang Kremser; Franz Huber; Veronika Hornung-Prähauser (2025): Driving factors for unplanned iterations in IoT new product development: a data-value chain perspective In: European Journal of Innovation Management
Purpose
This study investigates the dynamics of iterations in Internet of Things (IoT) new product development (NPD), focusing on the interplay between data collection, information creation and value creation phases.
Design/methodology/approach
A multiple-case study approach was employed, examining five IoT NPD projects across various industries. Data were collected through 20 in-depth semi-structured interviews and analysed using qualitative methods.
Findings
The study identifies uncertainty related to data collection components as the primary driver of iteration cycles in IoT NPD. The technological readiness level (TRL) of data collection components and the concept readiness of the new IoT product significantly influence this uncertainty. The research identifies key nominally complete activities triggering iterations across the data-value chain and reasons for iterations including technological uncertainty, data quality evolution, product concept maturity, interdependencies between phases, validation requirements and external partnerships.
Research limitations/implications
The study is limited to IoT products with human data sources in specific domains. Future research could expand to other IoT sectors and employ larger sample sizes.
Practical implications
The findings suggest that project managers should focus on reducing uncertainty in data collection components to minimize unplanned iterations. Strategies include reducing the number of high-risk components and clearly defining system requirements early in the development process.
Originality/value
This study introduces an IoT NPD iteration framework, a novel theoretical model that explains how uncertainty in data collection components drives iteration cycles in IoT NPD. By mapping the reciprocal dependencies between data collection, information creation and value realization, the framework offers a structured approach to identifying the root causes of iteration and strategies for managing complexity in IoT NPD projects.
