Designing a Comprehensive Model for New Product Development in Iran?s Home Appliance Industry using Structural Equation Approach

摘要

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.