Finally, the interviews have highlighted that the organizational change is fundamental
to make operative the changes at the product and SC level; but they have to be realized
just after the clear identification of the other two elements, given that the organization
structure as well as the practices and the roles must be consistent with the innovation
at the product and SC level, as suggested by Caniato et al. (2013). In this perspective,
the case has highlighted that the three types of innovation are not static, indeed a
dynamic cycle among them is observable, consistently with literature about dynamic
capabilities and differently from what introduced in literature about SCI. For example,
issues in the implementation of the new internal roles or of the new SC can require the
revision of the product innovation, in terms of market positioning; moreover, the
rejection of the internal roles of the new SC structure could require a partial revision of
the SCI. The introduction of a dynamic view is something new in the existing literature,
and potentially valuable for future research as well. According to these insights, the
fifth proposition was formulated: