عوامل تعیین‌کننده عملکرد موفق در توسعه محصول جدید؛ فرامطالعه‌ای کیفی
محورهای موضوعی : مدیریت تکنولوژی
علی رضا کاتوزیان
1
,
جواد مشایخ
2
1 - دانشگاه علم و صنعت ایران
2 - عضو هیئت علمی دانشگاه علم و صنعت ایران
کلید واژه: توسعه محصول جدید, عملکرد توسعه محصول, عملکرد بنگاه, نوآوری, فراترکیب.,
چکیده مقاله :
هدف: امروزه دستیابی به موفقیت در توسعه محصول جدید یک چالش بزرگ برای کسب‌وکارها است. بنابراین، شناسایی و دسته‌بندی عوامل مؤثر در موفقیت توسعه محصول جدید، موضوعی حیاتی است که نیازمند تحقیقات جدی است. در همین راستا، در تحقیق حاضر، تلاش شده است تا الگوی جامعی برای دسته‌بندی عوامل تعیین‌کننده عملکرد موفق در توسعه محصول جدید ارائه شود. روش شناسی: این پژوهش به روش فراترکیب یا همان فرامطالعه کیفی مطالعات پیشین و بر اساس فرایند هفت مرحله‌ای پیشنهادی ساندلوسکی و بارسو (2007) انجام شده است. جامعه آماری این پژوهش کلیه اسناد علمی، گزارش‌های پژوهشی و مقالات نمایه شده در مجلات داخلی و خارجی در خصـوص عملکرد و موفقیت توسعه محصول جدید در بازه زمانی سال‌های 2010 تا 2021 هستند. برای تحلیل داده‌های کیفی، از روش کدگذاری سه مرحله‌ای استفاده شد. یافته‌ها: با تحلیل 32 مقاله منتخب، در نهایت 96 مفهوم اولیه شناسایی و در قالب 24 مقوله فرعی و 6 مقوله اصلی طبقه‌بندی شدند. یافته‌های این مقاله نشان می‌دهد که عوامل متعدد تعیین‌کننده در موفقیت توسعه محصول جدید را می‌توان در شش دسته عامل، شامل مدیریت بازاریابی محصول، مدیریت هزینه و منابع مالی پروژه، مدیریت راهبردی کسب‌وکار، بافتار حمایتی و توانمندسازها، قابلیت‌های راهبردی پروژه و یادگیری فراگیر در توسعه محصول طبقه‌بندی نمود؛ توجه مدیران بنگاه‌ها به این موارد می‌تواند تا حد زیادی تضمین کننده موفقیت در توسعه محصولات جدید باشد.
Objective: Succeeding at new product development (NPD) is a major challenge for businesses today. So, identifying and categorizing the performance success determinants of new product development is a crucial issue that requires deep research. In this paper, we tried to provide a comprehensive conceptual model for categorizing the determinants of NPD performance success. Methodology: The adopted research method is a qualitative meta-study or meta synthesis and based on the seven-step process proposed by Sandelowski & Barroso (2007). The statistical population of the research is all scientific documents, research reports and articles indexed in domestic and foreign journals related to the performance and success of new product development in the period from 2010 to 2021. The three-step coding method was used to analyze the qualitative data. Originality: By analyzing the 32 selected articles, finally 96 initial codes were identified and reported in the form of 24 sub-categories and 6 main categories. The findings of this paper show that numerous factors determining the success of NPD can be classified into six categories, including: product marketing management, project cost and financial management, strategic business management, supportive context and enablers, project strategic capabilities and inclusive learning. The careful attention of business managers to these issues can greatly guarantee the success of NPD.
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