New product advantage infused by modularity: Do resources make a difference?

Given the plethora of new product introductions, managers often embrace modularity (i.e., decompose product or process design into components or sub‐tasks, respectively) as part of new product development (NPD). Although modularity increases overall firm performance, a holistic view is missing for the relationship between modularity and new product advantage (i.e., a new product's superiority relative to competing products). In addition, extant...