The Process and Product Innovation Strategies Coordination Model based on Competitor Values Framework

Document Type : Research Article (Original Article)


1 PhD candidate of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.

2 Assistant Professor, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran.

3 Professor, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.


Innovation literature advises the organizations to follow innovation in different aspects of their activities, especially in their products, as a key factor of competitive advantage. To sustain this advantage, they need to follow the process innovations fit to and aligned with those product innovations. This article is to propose the process innovations fit to the product innovations of the organizations, especially in defense industry, to improve their performance by following the proposed model. Therefore, the conceptual model which is derived from the literature study, is tested in a population consisting of several organizations in the defense industry. To conduct the test, the product and process innovation strategy of each organization is assessed and then compared to the proposed model and the sample is divided into two groups based on following the proposed model. By a comparison of the performance in the organizations following the proposed model, with those who didn't follow the model, it is observed that the followers of the model had a meaningful superiority in performance than the other members. Finally, the regression model of organizational performance as a function of coordination with the model is described, and based on the statistical results, the theoretical results and several titles for the future research are suggested.