Opportunities and challenges of increased digitalization during new product introduction

• The study fills a critical gap by identify organizational opportunities and challenges associated with increasing of digitalization in the context of New Product Introduction (NPI), with a focus on large organizations. • A framework is developed that integrates opportunities, challenges, and tentative mechanisms, based on viewing NPI as a socio-technical system. • The framework highlights the multifaceted nature of digitalization, stressing the need for a balanced approach to manage complex challenges. • By viewing NPI as a socio-technical system, the study emphasizes the interconnectedness of technological, process-related, and human factors. • The framework offers practical insights for managing digitalization challenges and encourages organizations to develop internal capabilities to maximize and realize digitalization benefits and opportunities. This study addresses a critical gap in the literature by providing a comprehensive analysis of the organizational opportunities and challenges linked to increasing digitalization within the context of New Product Introduction (NPI), with a particular focus on large organizations within the manufacturing industry. The study introduces a framework that integrates opportunities, challenges, and tentative mechanisms associated with digitalization, employing a sociotechnical perspective that considers the interdependencies among tools/technology, processes, and people. This holistic approach highlights the multifaceted nature of digitalization and emphasizes the necessity of balancing these dimensions to achieve successful NPI outcomes. By adopting a sociotechnical perspective on increasing digitalization during NPI, the study underscores the complexity of digitalization challenges, which span technological, process-related, and human factors. The framework extends existing research and offers valuable insights for academics and practitioners, facilitating a deeper understanding of digitalization's complexities in large manufacturing organizations.