مقاله


کد مقاله : 13970329121340112831

عنوان مقاله : A Pattern for promotion of the new product development success based on Customer Involvement Capability, Customer Knowledge absorption and Resources Slack

نشریه شماره : 58 Spring 2019

مشاهده شده : 23

فایل های مقاله :


نویسندگان

  نام و نام خانوادگی پست الکترونیک مرتبه علمی مدرک تحصیلی مسئول
1 sadaf Veshkaeinezhad veshkaeisadaf@gmail.com Post Graduate Student M.E
2 Mostafa Ebrahim pour Azbary guilan.st@gmail.com Associate Professor PhD
3 Mohammad Doustar m_dostar@yahoo.com Assistant Professor PhD

چکیده مقاله

Today, the rapid changes in the demands and needs of customers, as well as the competitiveness of the market give rise to the dramatically growth in product development. Success in the expansion of a new product requires a deep comprehension of customers, and this necessitates an interactive and active interaction with them. New product development is a way to listen to what customers want and to response their needs. Creating customer involvement capability causes innovative and applied ideas and enhances the competitive environment of the companies.Therefore, the purpose of this paper is to assay the effect of customer involvement capability on the success of the new product development and with considering the effect of customer knowledge absorption as an mediating variable and the moderating role of resources slack of company, it is developing the past researches. This article is applied in term of purpose and also descriptive in term of method. The data collecting tool is a questionnaire and 30 knowledge-based companies in Guilan province participated in this research. In order to test the hypotheses, the structural equation modeling approach has been used. The research findings show that the customer participation capability directly and indirectly through the absorption of customer knowledge affects the success of the new product development; however, the role of resources slack as a moderated variable is not confirmed by the connection between customer knowledge absorption and the success of the new product development. Hence, knowledge-based companies in order to succeed in new product development, needs to pay special attention to knowledge absorption and customer involvement capability. So that they can possess a suitable competitive position in the marketplace.