(Adana Alparslan Türkeş Bilim ve Teknoloji Üniversitesi, Adana, Türkiye)
İbrahim Efe EFEOĞLU
(Adana Alparslan Türkeş Bilim ve Teknoloji Üniversitesi, Adana, Türkiye)
Yıl: 2020Cilt: 11Sayı: 42ISSN: 2146-1961Sayfa Aralığı: 1157 - 1202İngilizce

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Complex business ecosystems and customer-based industries aiming to pursue technologicaldevelopments with the expansion of more market uncertainty have been surrounded by external& internal challenges during the agile product innovation progress. This study aims to scrutinizeeffective methods of manufacturing innovative products that resulted in long-term benefitsthrough the total innovation management (TIM) cycle being used by the X Company (part of theglobal bus & coach manufacturers located in the USA, Europe, and Turkey) under the competitivemarket environment. This study was conducted through a case study perspective supported bythe “Methodological Triangulation Method,” which enables researchers and business executivesto observe existing is-sues utilizing qualitative, quantitative, and interpretive approaches forenhancing the TIM cycle with agility. X Company has expanded its product portfolio with aninnovative product family called the “XBUS,” which integrated both the digitalization andelectricity driveline technology by practicing the TIM cycle. The XBUS product increased companysales by 6.39% in the total amount of sales. X Company increased its market share between 2018and 2019 in the USA and Europe region by 13.2% and 11.4% respectively, whereas the Turkishmarket share was decreased by 4.8% due to financial obstacles, including deficiency ofcommercial credits. Additionally, total production lead time was reduced by 7.4% at X Companyby conducting agile innovation processes. Case studies regarding the TIM cycle practices in theglobal bus & coach industry are limited. These studies can be expanded by observing the maininnovation challenges during the Covid-19 outbreak
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