An Exploration into the Matching Mechanism between Product Architecture and Distribution Channels: A Longitudinal Case Study of the Yonyou

Abstract

Abstract: The matching of product architecture and distribution channels directly affects the result of product innovation. This paper aims to explore how and in what modes product architecture matches distribution channels. By conducting a longitudinal case study of Yonyou Co. Ltd., this paper formulates a task-based-coordination matching mechanism between product architecture complexity and channel capabilities. Consequently, four dynamic adaptive matching modes are obtained, i.e., exploration, enhancement, exploitation and consciousness. Furthermore, a path to achieving the effectiveness of product innovation is found out. In sum, the matching mechanism establishes an organic link between product architecture and distribution channels, which not only enriches the theory of product architecture innovation, but also provides analytic methods and strategies for the effective implementation of the innovation.

Key words: product architecture complexity, task-based-coordination, matching mode, channel capabilities

Xia Mengyuan, Gu Yuanxun. An Exploration into the Matching Mechanism between Product Architecture and Distribution Channels: A Longitudinal Case Study of the Yonyou[J]. Management Review, 2022, 34(2): 336-352.

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