Purpose – A virtuous cycle between effective utilization of external resources and functionality development can be constructed. Given that the timely emergence of new functionality in an efficient way is crucial to a firm's competitive strategy in an era of mega‐competition, construction of...

Purpose: Sustainable functionality development (FD) is decisive to firm's profitability in their new innovation in a competitive market. While functionality instills attractive values in innovative goods leading to a dramatic increase in profit through increasing demand and higher prices, it...