نویسندگان
1 دانشگاه مازندران
2 دانشگاه مهر البرز تهران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
New products are critical and undeniable factors for companies that operate in a competitive and changing environment. Many researchers have sought to identify factors that affect the success of new product. This research seeks to identify and categorize the most important factors which influenced on the performance of new products in food industries. After reading several researches, these factors were classified into two categories: internal and external factors. The most important internal factors that, addressed in this research include: entrepreneurial orientation, organizational learning and new product development process, and the most important external factors are: the predictability of customers demands, technological turbulence, market turbulence and intensity of competition. Statistical society of this study is 66 food companies of Mazandaran province, with at least 2 years work experience, that released at least one new product within last year. In this study, hypothesis were tested by structural equation tests, correlation, and hierarchical and multiple regressions, and data analysis software SPSS16 and Visual PLS was used. The findings of this research indicate that entrepreneurial orientation, new product development process and predictability of customer demand has a direct and meaningful impact, and technological turbulence, market turbulence and competitive intensity have a significant moderating effect on the performance of new products in food industries. But it didnât demonstrate a significant impact of organizational learning on new product performance. The study of indirect effect of organizational learning on new product performance shows that, organizational learning may increase the performance of new products when, a new product development process acts as a mediating variable. Determining suitability of the model by GOF indices shows that the modified model of new product model of new product development process which acts as a mediating variables between organizational learning and performance of new product, has an appropriate fitness.
کلیدواژهها [English]
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