عوامل تعیین‌کننده عملکرد موفق در توسعه محصول جدید؛ فرامطالعه‌ای کیفی
الموضوعات :
علی رضا کاتوزیان
1
,
جواد مشایخ
2
1 - دانشگاه علم و صنعت ایران
2 - عضو هیئت علمی دانشگاه علم و صنعت ایران
الکلمات المفتاحية: توسعه محصول جدید, عملکرد توسعه محصول, عملکرد بنگاه, نوآوری, فراترکیب.,
ملخص المقالة :
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.
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