Journal of Engineering and Applied Sciences
ISSN: Online 1818-7803ISSN: Print 1816-949x
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Designing a Comprehensive Model for New Product Development in Iran’s Home Appliance Industry using Structural Equation Approach
Hamidreza Nouralizadeh, Ali Bonyadi Naeini and Amirhossein Komeilian
Page: 2415-2422 | Received 21 Sep 2022, Published online: 21 Sep 2022
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Abstract
The present study aimed to design a comprehensive model for New Product Development (NPD) in Iran’s home appliance industry using structural equation approach. In this study, 179 subjects including production managers, design engineers, business managers and sales managers of home appliance companies in Tehran participated. In order to collect data, questionnaire was used. To analyze data resulted from questionnaire, Structural Equation Modeling (SEM) by SmartPLS was used. The results showed significant positive effect of technology on marketing, enterprise integration and market research. Enterprise integration has a significant positive effect on marketing capability and market research but the effect of enterprise integration on product innovation was not significant. Marketing capability had a significant positive effect on product innovation. The effect of market research on product innovation and customer’s needs recognition was significant positive. Product innovation had a significant positive effect on product advantage and NPD. Market recognition had a significant positive effect on product innovation and NPD. Also, product advantage had a significant positive effect on NPD.
How to cite this article:
Hamidreza Nouralizadeh, Ali Bonyadi Naeini and Amirhossein Komeilian. Designing a Comprehensive Model for New Product Development in Iran’s
Home Appliance Industry using Structural Equation Approach.
DOI: https://doi.org/10.36478/jeasci.2017.2415.2422
URL: https://www.makhillpublications.co/view-article/1816-949x/jeasci.2017.2415.2422