Examining the Roles of Product Complexity and Manager Behavior on Product Design Decisions: An Agent-Based Study Using NK Simulation.

In practice, product design decisions in a buyer-supplier setting can be either centralized or decentralized. Yet, it is unclear in what circumstances either of these settings can result in higher new product performance. In this study, we show that the choice of the level of centralization of product design decisions should be made contingent to the product complexity and behavioral factors of pr...