The Role of the Corporate Centre
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City Research Online City, University of London Institutional Repository Citation: Vermaak, L. (1994). New product development in financial services companies: the role of the corporate centre. (Unpublished Doctoral thesis, City University London) This is the accepted version of the paper. This version of the publication may differ from the final published version. Permanent repository link: https://openaccess.city.ac.uk/id/eprint/7460/ Link to published version: Copyright: City Research Online aims to make research outputs of City, University of London available to a wider audience. Copyright and Moral Rights remain with the author(s) and/or copyright holders. URLs from City Research Online may be freely distributed and linked to. Reuse: Copies of full items can be used for personal research or study, educational, or not-for-profit purposes without prior permission or charge. Provided that the authors, title and full bibliographic details are credited, a hyperlink and/or URL is given for the original metadata page and the content is not changed in any way. City Research Online: http://openaccess.city.ac.uk/ [email protected] NEW PRODUCT DEVELOPMENT IN FINANCIAL SERVICES COMPANIES: THE ROLE OF THE CORPORATE CENTRE LEON VERMAAK Thesis submitted for the degree of Doctor of Philosophy 1994 ABSTRACT This thesis reports a study examining how the corporate centres of UK financial services companies involve themselves in product development in constituent businesses. Herein lies a key challenge for corporate managers - deciding on the appropriate balance between corporate involvement and granting autonomy to business units. Analysis of 16 businesses in large UK banks, building societies and insurers shows that in successful product development businesses the corporate centre becomes more intensely involved than in less successful businesses. In addition to providing expert product development advice, a corporate centre can provide leadership in the agreement of objectives based on a long-term vision of market opportunities. The results show that successful businesses are helped by their corporate centres to capitalize more fully on their entrepreneurial efforts. This is so particularly when businesses are allowed autonomy in performing operational tasks. Less successful product development businesses, on the other hand, are distinguished from winners by a distinctly different type of corporate involvement which at the extreme amount to unnecessary meddling in their affairs. Dedicated to Lizette, without whose support this journey would not have ended; and to my parents, without whose encouragement it would not have begun. TABLE OF CONTENTS Page LIST OF TABLES AND FIGURES . ACKNOWLEDGEMENTS . iv DECLARATION 1. INTRODUCTION 1 1.1 THE PROBLEM: CORPORATE INVOLVEMENT VERSUS MEDDLING IN PRODUCT DEVELOPMENT ACTIVITIES OF CONSTITUENT BUSINESSES . 1 1.2 THE CONTEXT: THE FINANCIAL SERVICES INDUSTRY . 1 1.3 THE AIM OF THE RESEARCH: HOW DO CORPORATE CENTRES MANAGE PRODUCT DEVELOPMENT? . 3 1.4 THE METHOD OF THE INVESTIGATION . 3 1.5 THE FIELDWORK . 10 1.6 LIMITATIONS OF THE STUDY . 11 1.7 AN OVERVIEW OF THE FINDINGS . 12 2. CORPORATE CENTRE INVOLVEMENT IN MANAGING NEW PRODUCT DEVELOPMENT: A REVIEW OF THE LITERATURE 16 2.1 THE CONCERN: CONTROL VERSUS AUTONOMY IN MANAGING FROM THE CENTRE . 16 2.2 CORPORATE INVOLVEMENT IN MANAGING CONSTITUENT BUSINESSES . 19 2.2.1 Types Of Corporate Planning And Control Systems. 20 2.2.2 Intensity Of Corporate Involvement . 23 2.2.3 Business Complexity . 28 2.3 PORTFOLIO LEVEL CORPORATE INVOLVEMENT . 31 2.4 THE CORPORATE CONTRIBUTION . 38 2.4.1 Introduction . 38 2.4.2 Analytical Framework: The McKinsey 7Ss . 39 2.4.3 Similarities Between Products and Services 41 2.4.4 The Corporate Contribution . 46 2.4.4.1 New Product Strategy . 46 2.4.4.2 New Product Shared Values 47 2.4.4.3 New Product Style . 49 2.4.4.4 New Product Structure 50 2.4.4.5 New Product Skills . 51 2.4.4.6 New Product Staff . 53 2.4.4.7 New Product Systems 53 2.5 THE PROPOSED RESEARCH . 60 3. RECENT CHANGES IN THE UK FINANCIAL SERVICES INDUSTRY . 63 • • • 3.1 INTRODUCTION . 63 3.2 ENVIRONMENTAL CHANGE AND NEW PRODUCT DEVELOPMENT 63 3.2.1 Legislative Change . 64 3.2.2 Technological Change . 68 3.2.3 Supply and Demand . 69 3.3 RESULTS OF PRELIMINARY FIELDWORK EXERCISE . 74 3.3.1 Corporate Involvement: An Increasingly Important Topic . 74 3.3.2 Approach Adopted . 76 3.3.3 The Findings Of The Preliminary Study . 77 3.4 THE NEED FOR SPECIFIC RESEARCH . 81 4. THE METHOD OF THE INVESTIGATION . 82 4.1 INTRODUCTION . 82 4.2 METHODOLOGICAL APPROACH 83 4.3 RESEARCH STRATEGY . 85 4.4 THE CHOSEN DESIGN . 91 4.4.1 Research Question . 91 4.4.2 Hypotheses . 92 4.4.3 Unit Of Analysis . 97 4.4.4 The Dependent Variable 98 4.4.4.1 Scope . 99 4.4.4.2 Attributes . 99 4.4.4.3 Timing . 107 4.4.4.4 Standards Of Comparison . 108 4.4.4.5 Participants In The Measuring Process . 110 4.4.4.6 Conclusion . 110 4.4.5 The Principal Independent Variable . 113 4.4.6 Other Independent Variables Used For Control Purposes. 115 4.5 SUMMARY . 119 5. THE FIELDWORK . 121 5.1 INTRODUCTION . 121 5.2 SAMPLE ELEMENTS . 121 5.3 DATA COLLECTION INSTRUMENT AND METHOD . 127 5.3.1 Data Collection Methods: A Review . 127 5.3.1.1 Method Of Administration . 129 5.3.1.2 Degree Of Disguise . 132 5.3.1.3 Degree Of Structure . 132 5.3.2 Data Collection Phase One: Corporate Level. 133 5.3.2.1 The Corporate Interview . 133 5.3.2.2 The Questionnaire . 135 5.3.3 Data Collection Phase Two: Business Level . 144 5.4 PILOT STUDY . 146 5.5 SUMMARY . 148 6. ANALYSIS OF RESULTS . 149 6.1 INTRODUCTION . 149 6.2 CASE STUDY RESPONSE . 151 6.3 DATA ANALYSIS . 152 6.4 ACCURACY OF CORPORATE RESPONSES . 155 6.5 BUSINESS COMPLEXITY . 158 6.6 SUCCESS AND FAILURE . 162 6.7 THE INFLUENCE OF EXTERNAL FACTORS . 166 6.8 THE INFLUENCE OF INTERNAL FACTORS . 171 6.9 RESULTS OF HYPOTHESIS TESTS . 174 6.9.1 Appropriateness of Corporate Involvement . 174 6.9.2 Supporting Hypotheses . 176 6.10 PORTFOLIO CONDITIONS . 180 6.11 DISCUSSION . 184 6.11.1 The Influence of Business Level Factors on Success. 184 6.11.2 The Influence of Corporate Level Factors on Success. 189 6.11.2.1 The Nature of Corporate Involvement in Complex Businesses . 190 6.11.2.2 Interdependency Among Variables in Complex Businesses . 194 6.11.2.3 Explaining Variation In Involvement in Complex Businesses . 204 6.12 SUMMARY . 207 7. THE UNDERLYING RELATIONSHIPS BETWEEN VARIABLES 208 7.1 INTRODUCTION . 210 7.2 THE NATURE OF CORPORATE CENTRE INVOLVEMENT . 210 7.2.1 INTENSITY OF CORPORATE INVOLVEMENT IN WINNERS ANDLOSERS . 210 7.2.2 INTERDEPENDENCE AMONG INVOLVEMENT VARIABLES 215 7.2.3 EXPLAINING VARIATION IN INVOLVEMENT . 222 7.2.4 SUMMARY . 225 7.3 THE INFLUENCE OF ENDOGENOUS FACTORS ON NPD SUCCESS 226 7.3.1 BACKGROUND TO THE ANALYSIS . 226 7.3.2 INTERDEPENDENCE AMONG BUSINESS AND CORPORATE LEVEL VARIABLES . 228 7.3.3 EXPLAINING VARIATION IN INVOLVEMENT . 235 7.4 DISCUSSION . 239 7.4.1 THE NATURE OF CORPORATE INVOLVEMENT . 239 7.4.2 THE INFLUENCE OF ENDOGENOUS FACTORS ON NEW PRODUCT DEVELOPMENT SUCCESS . 240 7.5 SUMMARY . 252 8. MANAGERIAL IMPLICATIONS. 254 8.1 INTRODUCTION . 254 8.2 CRITICAL FINDINGS . 254 8.3 CORPORATE INVOLVEMENT - NOT MEDDLING . 255 8.4 COOPERATION, NOT CENTRALIZATION . 256 8.5 MARKET-DRIVEN - NOT PROCESS DRIVEN APPROACH . • 258 8.6 FLEXIBLE INVOLVEMENT, NOT BUSINESS AUTONOMY . • 261 8.7 SUMMARY . • 266 9. CONCLUSIONS AND SUGGESTIONS FOR FURTHER RESEARCH . 269 9.1 INTRODUCTION . • 269 9.2 PURPOSE OF THE STUDY . • 269 9.3 CONTRIBUTIONS TO NEW PRODUCT DEVELOPMENT PROGRAM LITERATURE . • . • 271 9.4 CONTRIBUTIONS TO THE CORPORATE LITERATURE . 273 9.5 CONTRIBUTIONS TO THE SERVICES LITERATURE . • 276 9.6 LIMITATIONS OF THE STUDY . • 277 9.6.1 Conceptual Limitations . • 277 9.6.2 Methodological Limitations . 280 9.6.3 Summary • . 283 9.7 SUGGESTIONS FOR FURTHER RESEARCH . 283 APPENDIX 1 LETTER SENT TO CORPORATE RESPONDENTS • 285 APPENDIX 2 CORPORATE INTERVIEW: FLIP CHARTS USED . • 287 APPENDIX 3 LETTER SENT TO BUSINESS LEVEL RESPONDENTS 293 APPENDIX 4 CORPORATE QUESTIONNAIRE . • 295 APPENDIX 5 BUSINESS LEVEL QUESTIONNAIRE . • 307 REFERENCES • 319 •▪ LIST OF TABLES AND FIGURES TABLE Page 2.1 THE 7Ss FRAMEWORK FOR ORGANIZATIONAL ANALYSIS . 40 2.2 MANAGERIAL FACTORS ASSOCIATED WITH NEW PRODUCT DEVELOPMENT PROGRAM SUCCESS . 62 3.1 LEVEL OF CORPORATE CENTRE INVOLVEMENT IN NEW PRODUCT DEVELOPMENT . 78 3.2 FACTORS INFLUENCING CORPORATE CENTRE INVOLVEMENT 80 4.1 DELPHI EXERCISE PARTICIPATION RATE . 104 4.2 SUCCESS ATTRIBUTES INCLUDED IN DELPHI ANALYSIS . 105 4.3 FINDINGS OF DELPHI EXERCISE (%-) . 106 4.4 INTERPRETATION OF DELPHI EXERCISE( 96) . 109 4.5 ATTRIBUTES OF NEW PRODUCT DEVELOPMENT SUCCESS TO SCORE THE DEPENDENT VARIABLE . 112 4.6 FRAMEWORK FOR ANALYSIS OF THE WIDER BUSINESS ENVIRONMENT . 119 5.1 POPULATION OF LARGE BRITISH CONTROLLED FINANCIAL SERVICES COMPANIES IN LONDON . 124 5.2 RESEARCH METHODOLOGY ADOPTED . 147 6.1 CASE STUDY RESPONSE . 152 6.2 CONVERGENCE OF CORPORATE CENTRE-BUSINESS RATINGS . 157 6.3 CLASSIFICATION OF BUSINESS COMPLEXITY . 160 6.4 CLASSIFICATION OF NEW PRODUCT DEVELOPMENT PROGRAM WINNERS AND LOSERS IN MORE COMPLEX BUSINESSES . 162 6.5 CLASSIFICATION OF NEW PRODUCT DEVELOPMENT PROGRAM WINNERS AND LOSERS IN LESS COMPLEX BUSINESSES . 163 6.6 THE INFLUENCE OF EXTERNAL FACTORS ON SUCCESS IN MORE COMPLEX BUSINESSES . 168 6.7 THE INFLUENCE OF INTERNAL FACTORS ON SUCCESS IN MORE COMPLEX BUSINESSES . 172 6.8 THE APPROPRIATENESS OF CORPORATE INVOLVEMENT IN MORE COMPLEX BUSINESSES . 175 6.9 PORTFOLIO RELATEDNESS OF COMPLEX BUSINESSES .