Abstract Learning orientation is an inevitable necessity in the new product development. However, few studies have been conducted on how the learning orientation affect on new product performance through potential intermediary variables. Therefore, the purpose of this s More
Abstract Learning orientation is an inevitable necessity in the new product development. However, few studies have been conducted on how the learning orientation affect on new product performance through potential intermediary variables. Therefore, the purpose of this study was to examine the mediating role of ambidextrous capability and organizational agility in the relationship between learning orientation and new product performance. This research is a descriptive survey that was carried out in a field experiment. The statistical population of the research is senior managers and especially research and development managers of knowledge based companies located in Kerman province, of which 180 persons were selected as sample. The tool used is a standard questionnaire. Descriptive statistics, factor analysis and structural equations were used to analyze the data. The findings show that learning orientation is positively related to ambidextrous capability and organizational agility. The ambidextrous capability and organizational agility also, in turn, are positively related to the performance of the new product. Finally, due to the lack of confirmation of the direct relationship between learning orientation and new product performance, the results confirm the full intermediary role of ambidextrous and organizational agility capabilites in this relationship.
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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 capabi More
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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