جستجوی مقالات مرتبط با کلیدواژه « موفقیت محصول جدید » در نشریات گروه « علوم انسانی »

One of the effective factors on the success of a new product is the concept of prototyping and customer involvement that has gained importance in marketing literature in recent years. Currently, capability in the success of a new product is among the advantageous capabilities and the focal point of the competitiveness of most knowledge-based companies. Moreover, newer products make the continuation of growth and profit making in today's competitive markets possible and bring about competitive advantage for companies. The success of a new product is considered as the ultimate factor for the success of the companies and even their survival. The purpose of the study was to examine the impact of prototyping and customer involvement on the success of a new product in knowledge-based companies based in Science and Technology Park of Khorasan Razavi. The study was applied in terms of purpose and the research method was descriptive-correlational where the population was 250 managers of companies in Science and Technology Park of Khorasan Razavi; and according to Morgan formula, the sample was determined to be 150 subjects. A researcher-made 33-question questionnaire was used to collect data. The validity of the questionnaire was evaluated using structural validation method by confirmatory factor analysis and its reliability was tested using Cronbach’s alpha. Hypothesis testing was performed using regression method and Lisrel. The results showed that prototyping has a significant impact on the success of a new product, and the moderating role of customer involvement in the relationship between prototyping and the success of a new product was confirmed.

The aim of the present study is to examine the relationship between perceived environmental turbulence, strategic orientations, and new product success in export companies. For this purpose, 137 expert employees of Wagon Pars Company were selected in order to complete the research questionnaire. Content validity of this questionnaire has been established by experts in this field and the reliability was determined by using Cronbach's alpha test. In the end, for analyzing research hypothesis, linear regression test was used and results indicated that there is a significant relationship between perceived environmental turbulence and its dimensions including perceived technological turbulence, perceived market turbulence, perceived competitive turbulence and market innovation orientation in Wagon Pars Company. On the other hand, it was observed that there is a significant relationship between market orientation and new product success in Wagon Pars Company and the relationship between innovation orientation and new product success in Wagon Pars Company is as well a significant one.

The success of this new product, an important issue for managers and owners of firms. Importance of these issues to influence market orientation, organizational learning capability and intellectual capital on new product success. The research model has been formed considering intellectual capital, organizational learning capability, intellectual capital, market orientation and successfulness of the new product. The present study according to the aim, it is an application and correlation according to research method and using questionnaire and survey method to collect necessary data. The population includes 320 active incorporations in textile industry of Yazd Township. Stratified sampling method was used for sampling relative to the size of the sample, and in order to determine the size of the sample, Morgan Table was used. Finally, 175 acceptable samples were selected. Data was collected using questionnaires and measurements. Also data analysis was done by modeling the structural equations using LISREL software. Results show that market orientation has a significant effect on intellectual capital, and intellectual capital affects organizational learning capability and successfulness of the new product. Results also show that there is no meaningful relationship between organizational learning capability and successfulness of the new product. This study can be beneficial for researchers and managers in textile industry due to presenting useful information in domain of management. Furthermore, it presents some suggestions for optimization and effectiveness of the obtained results.