The effect of prototyping on the success of new product success with moderator role of customer involvement and Speed of information dissemination (case study: companies located in Khorasan Razavi Science and Technology Park)
Subject Areas : GeneralMorteza Rojuee 1 , Morteza Ghayour 2 , Ehsan Sobhani 3 *
1 - Assistant Professor, Department of Management, Imam Reza International University, Mashhad, Iran
2 - Assistant Professor, Department of Management, Imam Reza International University, Mashhad, Iran
3 - M.Sc., Business Management Marketing Orientation, Imam Reza International University, Mashhad, Iran
Keywords: New product development, New product success, Prototyping, Customer involvement, Speed of information dissemination,
Abstract :
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
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