Nicolaj Siggelkow, Management, The Wharton School, and Daniel Albert, Drexel University
Abstract: In this project we explore the effects of different kinds of product innovation. Product innovation can result from the novel design and combination of product components as well as from changing the underlying product architecture, that is, the way components interact with each other. Even though previous studies have shown that architectural change can constitute a powerful source of innovation, little insight exists on how organizations should engage in architectural search itself. In this project, using computer simulation, we explore the effects of different types of architectural search.