How to Design Prototype to Control Potential Dominant Logic Conflict During Iterative Process?
Can iterative cycles roll out sequentially and automatically? In specific, as iterative approach requires cooperation of various stakeholders, existing literature neglect whether they can reach agreement on dominant logic for next iterative cycle. It is information from prototype test shakes the stability of prior dominant logic. This study finds that enhancement level of prototype design affects dominant logic conflict during iterative process, and socialization may strengthen the positive effect of enhanced prototype strategy on dominant logic conflict. The results identify dominant logic conflict as limiting factor for iterative approach to extend literature on boundary of iterative approach