Investigating the key factors affecting the success of new product development

Dissertation for Master's Degree

(M.A)

Marketing Orientation Business Management

Winter 1391

Abstract

In this research, the effect of key factors affecting the development of new products in Shahr Aran and Bidgol carpet companies has been examined. For this purpose, according to the literature and the background of the research, the factors of technology, marketing, innovation, product development team were extracted and according to the study case which is carpet companies, the factor  Borya software, which is the most specialized and unique  Carpet design software is added to the investigated factors. The statistical method used is the correlation method and the measurement tool is a questionnaire, which is composed of managers  Carpet companies have taken place. The results of research and verification of hypotheses indicate that all factors have a positive and high impact on the development of new products in Aran and Bidgol carpet companies. In terms of the level and ranking of the influence of the technology factor, it has the highest ranking and the highest level of influence. Boria's product development, marketing and software team ranks next and innovation ranks last.

Key words: technology, product development team, marketing, innovation, Boria software

Introduction

New products are among the necessities of today's companies. In fact, new products are the answer to the biggest problems of the organization. Today, most organizations have felt the need to have an optimal new product development process and have made many efforts and incurred huge costs to have such a successful process. In these organizations, expert and experienced people are employed, advanced technologies are used, and at the same time, the introduction of their new products may fail. This research has been done with the aim of identifying organizational factors affecting the success of new product development in the area of ??products in the field of carpet manufacturing companies. Paying attention to the changing taste and taste of consumers as well as the changes that occur in the competitive and technological conditions, a company cannot and should not rely exclusively on its current manufactured goods. Customers want new products and more advanced agents, and this is what the competitors are looking for. New products are considered essential for today's companies. In fact, new products are the answer to the biggest problems of organizations. New product development is an important part of every business and provides opportunities for growth and competitive advantage for companies. The variability of competitive rules in the business world has made the process of presenting a new product to the market particularly important. This research has been conducted with the aim of identifying organizational factors affecting the success of new product development in the field of products in the field of carpet companies. For this purpose, according to the literature and the background of the research, the factors of technology, marketing, innovation, product development team were extracted and according to the study case which is carpet companies, the factor  Borya software, which is the most specialized and unique  Carpet design software is added to the investigated factors. . The results of research and verification of hypotheses indicate that all factors have a positive and high impact on the development of new products in Aran and Bidgol carpet companies. In terms of the level and ranking of the influence of the technology factor, it has the highest ranking and the highest level of influence. Boria's product development, marketing and software team is in the next ranks and innovation is in the last rank.

 Chapter One

General research 

Introduction

New products are among the necessities of today's companies. In fact, new products are the answer to the biggest problems of the organization. Today, most organizations have felt the need to have an optimal new product development process and have made many efforts and incurred huge costs to have such a successful process. In this research, the factors influencing the development of new products in machine-made carpet factories have been examined.

Statement of the problem

New products are one of the necessities of today's companies. In fact, new products are the answer to the biggest problems of the organization.Today, most organizations have felt the need to have an optimal new product development process and have made many efforts and incurred huge costs to have such a successful process. In these organizations, expert and experienced people are employed, advanced technologies are used, and at the same time, the introduction of their new products may fail (Surak, 1996; Hollingsworth, 1996, 1998; Hoban, 1998). What is more, the role of organizational factors in the success of new products. Perhaps, organizations that have failed despite investing a lot in developing new products, using advanced technologies, and attracting experts, because the main problem of such organizations has been the lack of effective factors in managing the product development process (Benner, 2005; Gresham et al., 2006; van Kleef, 2006).

So this research aims to identify the organizational factors affecting the success of new product development in the area of ??carpet companies. A term used to describe the process by which a new product is invented - it has gone so far that companies have realized this importance. Although new product development is not a long-term optional strategy, it is necessary to do it, and this is due to very rapid changes in the external environment in terms of shortening the product life cycle, increasing competition in the markets, and the high speed of innovation and technology. The essence of new product development is an interdisciplinary concept that is derived from several disciplines. Management and marketing writers use 2 words design or innovation or both in the field of new product development. Doing a lot of research in this field shows the importance of this field of research.

From a broader perspective, the development of a new product is an important factor in the development of a country's economic wealth. This is where the level of importance of new product development is comparable to success  It is not and the risk of failure in new product development is high. Despite this and the fact that new product failure rates are known, scientists have warned that the failure rate of new products is still alarming. Therefore, it is very important to investigate the factors that cause the success of new product development. In a survey conducted in 1991 on product development projects, it has been shown that out of eleven innovative ideas and concepts, only three were developed, entered the market, and finally one was successful. (Francis, 2006; Winger and  Wall, 2006) Many efforts have been made to identify the factors of success and failure of such projects, among which organizational factors such as the company's position in the market, the company's strategy, the company's financial ability, efficient human resources, and senior management's emphasis on creativity and innovation can be mentioned. The variability of competitive rules in the business world has made the process of introducing a new product to the market particularly important. Today, more than ever, most organizations have realized that relying on traditional competitive levers such as increasing quality, reducing cost, and differentiation in providing products and services is not enough, and instead, concepts such as speed and flexibility have found significant expression in competition, and the trend towards providing new products and services to their market is the justified reason for this change of attitude. During a survey conducted in 1981 on 700 American companies, the results indicate that about one-third of the profits of these organizations were due to the new products that they offered, and this statistic, while this survey in 1970, showed a value of one-fifth (Karakaya and Kobu, 1994; Henard and Szymanski, 2001). Applying new management approaches. A rugby match approach in which hard work, constant passing of the ball back and forth at the same time as speed is the key to victory is one of the approaches that will lead to better results. Honda and Konon are among the companies that have used such a model as a reference model for the development process of their new products.