Purpose

This study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an integrated framework for Product Advantage (PA) research.

Design/methodology/approach

Using the SCOPUS database, this study applied bibliometric analysis (208 articles) and conducted content analysis on the 35 curated articles selected using a combination of bibliographic coupling and the most cited articles.

Findings

This study presents the field’s publication trends, most relevant authors, articles, journals, and knowledge structures. It identifies six primary research themes and four major clusters using the thematic map and bibliographic coupling. Marketing and PA, New Product Development (NPD) and PA, Product Innovation and PA, and New product speed and PA are the main clusters. Finally, this study offers directions for future research and provides an integrated framework for PA research.

Practical implications

By developing an ADO framework of PA, the study offers key insights into how PA shapes product outcomes and identifies key antecedents of PA. Firms must focus on firm factors such as market and technological orientation; product factors, such as development time and pre-announcement proficiency; external factors, such as competition; and environmental factors, such as competitive intensity and technological turbulence. It enables firms to create products with high PA, shaping product outcomes and contributing to their competitive advantage.

Originality/value

This is the first study to conduct a two-stage sequential hybrid review of quality articles on PA. It offers an Antecedents-Decisions-Consequences (ADO) framework based on significant studies and offers cluster-wise directors for future research.

中文翻译：

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产品优势在塑造产品成果中的作用：混合审查

目的

这项研究考察了当前的动态、巩固了当前的知识、得出了趋势、识别和分析了主要研究集群、提供了未来的方向，并为产品优势 (PA) 研究开发了一个综合框架。

设计/方法论/途径

本研究使用 SCOPUS 数据库，应用文献计量分析（208 篇文章），并对结合书目耦合和引用次数最多的文章选出的 35 篇精选文章进行内容分析。

发现

这项研究介绍了该领域的出版趋势、最相关的作者、文章、期刊和知识结构。它使用主题地图和书目耦合确定了六个主要研究主题和四个主要集群。营销和 PA、新产品开发 (NPD) 和 PA、产品创新和 PA、新产品速度和 PA 是主要集群。最后，本研究为未来的研究提供了方向，并为 PA 研究提供了一个综合框架。

实际影响

通过开发 PA 的 ADO 框架，该研究提供了有关 PA 如何塑造产品结果并确定 PA 的关键前因的重要见解。企业必须关注市场和技术导向等企业因素；产品因素，例如开发时间和预先发布的熟练程度；外部因素，例如竞争；以及环境因素，例如竞争强度和技术动荡。它使公司能够创造出具有高 PA 的产品，塑造产品成果并为其竞争优势做出贡献。

原创性/价值

这是第一项对 PA 上的优质文章进行两阶段序贯混合审查的研究。它提供了一个基于重大研究的前因-决策-结果 (ADO) 框架，并为未来的研究提供了集群明智的指导。