الگوی ارتقای موفقیت توسعه محصول جدید براساس قابلیت مشارکت مشتری، جذب دانش مشتری و شکاف منابع (مطالعه موردی: شرکت‌های دانش‌بنیان شهرستان رشت)
محورهای موضوعی : كارآفريني و مديريت شركت‌هاي دانش بنيانسیده صدف وشکائی نژاد 1 , مصطفی ابراهیم پور ازبری 2 * , محمد دوستار 3
1 - دانشگاه گیلان
2 - ادبیات و علوم انسانی
3 - دانشگاه گیلان
کلید واژه: قابلیت مشارکت مشتری موفقیت توسعه محصول جذب دانش شکاف منابع,
چکیده مقاله :
امروزه به علت تغییرات سریع خواسته‌ها و نیازهای مشتریان و همچنین رقابتي‌شدن بازار، نياز به توسعه محصولات، رشد چشم‌گيري پيدا كرده است. موفقیت در توسعه محصول جديد نيازمند به درك عميق مشتريان است و اين امر مستلزم اثر متقابل و فعال با آن‌ها است. توسعه محصول جديد يك راه براي گوش‌دادن به آنچه كه مشتريان مي‌خواهند و پاسخگويي به نيازهاي آن‌ها است. ایجاد قابلیت مشاركت مشتري سبب بروز ایده‌هایی نوآورانه و کاربردی‌شده و شرایط رقابتی شرکت‌ها را بهبود می‌بخشد. از این‌رو هدف این مقاله بررسی تأثیر قابلیت مشارکت مشتریان بر موفقیت توسعه محصولات جدید بوده و با در نظر گرفتن جذب دانش مشتری به‌عنوان متغیر میانجی و نقش تعدیل‌گر شکاف منابع شرکت به توسعه مطالعات گذشته پرداخته شده است. این مقاله از نظر هدف،کاربردی و از لحاظ روش، توصیفی است. ابزار گردآوری داده‌ها، پرسشنامه است و 30 شرکت دانش‌بنیان شهرستان رشت در این پژوهش مشارکت داشته‌اند. برای آزمودن فرضیه‌ها از رویکرد مدل‌سازی معادلات ساختاری استفاده شده است. یافته‌های پژوهش نشان می‌دهد، قابلیت مشارکت مشتری به‌طور مستقیم و غیرمستقیم از طریق جذب دانش مشتری بر موفقیت توسعه محصول جدید تأثیر دارد ولی نقش تعدیل‌کننده شکاف منابع در رابطه بین جذب دانش مشتری و موفقیت توسعه محصول جدید تأیید نشد. از این‌رو شرکت‌های دانش‌بنیان برای موفقیت در توسعه محصول جدید لازم است که به ایجاد قابلیت مشارکت مشتریان و جذب دانش آن‌ها توجه ویژه نمایند تا بتوانند در عرصه رقابتی و پویای بازار از جایگاه قابل قبولی برخوردار گردند.
Todays, product development has faced the dramatically growth, due to the rapid changes in customers’ demands, needs and the competitiveness of the market. Success in new product development requires a deep understanding of our customers. And this necessitates an interactive and active interaction with them. New product development is a way to listen to what customers want and also, to response their needs. Creating customer participation capability causes innovative and practical ideas and enhances firms’ competitive environment. Therefore, the purpose of this paper is investigating the effect of customer involvement capability on the success of the new product development. Also, this research attempts to develop previous researches by considering the effect of customer knowledge assimilation as a mediating variable and the moderating role of resources slack of company. This article is practical in term of purpose and descriptive in term of method. Questionnaire is used to collect the data. And 30 knowledge-based companies in Rasht city participated in this research. In order to test the hypotheses, the Structural Equation Modeling approach has been used. The research findings show that the customer participation capability directly and indirectly through the absorption of customer knowledge affects the success of the new product development; however, the role of resources slack as a moderated variable is not confirmed by the relation between customer knowledge assimilation and the success of new product development. Hence, knowledge-based companies need to pay particular attention to knowledge assimilation and customer involvement capability in order to succeed in new product development. As a result, they can possess an appropriate competitive position in the marketplace.
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