Design AMT, Manufacturing AMT, and Product Innovation Performance (PIP)-The Contingent Effect of Organizational Culture and Environmental Turbulence

Although extant studies have extensively investigated the association between advanced manufacturing technology (AMT) and product innovation performance (PIP), the influence of AMT on PIP is not an isolated event. In order to play an effective role, AMT needs to adapt to both external- and internal contextual factors. Prominently, design and manufacturing AMTs represent two crucial types emphasizing advanced manufacturing technology. Nevertheless, the effect of manufacturing AMT, design AMT, and the synergistic impact of these two AMTs on PIP is moderated by internal culture and external environment. However, the proposed influence has not yet been explored in the existing literature. Therefore, this paper analyzed 302 Chinese equipment manufacturing enterprises, and the study findings indicated that on the one hand, the higher the degree of flexibility-oriented culture, the higher the turbulence of the environment, and the more significant the improvement impact of design AMT on PIP; while, on the other hand, the higher the degree of flexibility-oriented culture, the more significant the improvement impact of manufacturing AMT on PIP. However, the moderate impact of environmental turbulence on the correlation between manufacturing AMT and PIP is insignificant. Further study findings highlighted that the high environmental turbulence can still support design- and manufacturing AMTs to play a synergistic role in supporting PIP when exploring the synergistic effect of design- and manufacturing AMTs on PIP. Nonetheless, a flexibility-oriented culture is not conducive to the synergy between design AMT and manufacturing AMT. In specific, the synergy between design AMT and manufacturing AMT can promote PIP only in a control-oriented culture. In this study, factors that influence the effect of AMT from both design AMT and manufacturing AMT are combined to discuss, which makes a comprehensive understanding of how to create better conditions and environment for PIP. Chinese enterprises should emphasize both design AMT and manufacturing AMT and integrate the two AMT styles through organizational culture and environmental recognition.