چكيده به لاتين
Design a comprehensive pattern of new product development in Iran household appliances industry with using of structural equation approach
Abstract
The purpose of this research was designed a comprehensive pattern of new product development in Iran household appliances industry with using of structural equation approach. The method of this research was mixed (qualitative and quantitative). In the qualitative section of this study 20 experts’ persons of household appliances industry participation to design a model in this research. To gather information on the quality part of this research we were used semi-structured interviews. The results of interviews, analyzed according to open coding and axial coding and phrases and concepts to complete the research model was extracted from them. In a quantitative part of this study 179 persons of manufacturing managers, designer engineers, Business managers, the sales managers of household appliances producing companies in Tehran participated in the research. In order to collecting data in the quantitative field, we were used the questionnaire. In the quantitative part for analyze the data from the questionnaire we were used Structural equation model with SMARTPLS software. The results showed the impact of the technology capability on the marketing capabilities, organizational integration and market researches is significant and positive impact. Human resources on marketing capabilities, organizational integration and market researches is a significant and positive impact. The impact of organizational integration on the marketing capabilities and market researches is significant and positive but the effect of organizational integration on the product innovation is not significant. The effect of marketing capabilities on product innovation is positive and significant. The effect of market researches on product innovation and understanding the customer needs is positive and significant. The effect of product innovation on product advantage and new product development is positive and significant. The effect of market recognition on product innovation and new product development is positive and significant. The effect of product advantage on product development is a significant and positive.
Keywords: New product development, household appliances industry, structural equation approach
