Factors affecting new product development in Malaysian manufacturing industry

Azaze @ Azizi Abdul Adis, and Izyanti Awang Razli, (2009) Factors affecting new product development in Malaysian manufacturing industry. International Bulletin of Business Administration (4). ISSN 1451-243X

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This study was designed to investigate the impact of strategic orientation, marketing strategy, and market research activities on new product development among manufacturing companies in Kota Kinabalu, Sabah. The paper also considers the moderating effect of the environmental factors on the relationships between strategic orientation, marketing strategy and new product development. The data was collected from the marketing managers, operation managers and those managers who have been involving greatly in the new product development process. A total of 80 usable questionnaires were completed. Data analysis was conducted using the multiple regression analysis and hierarchical regression analysis. The results shows that both strategic orientation and marketing strategy were directly influence new product development process, while the market research activities show no significant relationship on new product development. Also, the environmental factors did not appear to moderate the relationship between strategic orientation and marketing strategy on new product development in Kota Kinabalu manufacturing industry.

Item Type:Article
Uncontrolled Keywords:New product development, strategic orientation, marketing strategy, research activities, environmental factors, manufacturing industry, Malaysia.
Subjects:H Social Sciences > HF Commerce
ID Code:11474
Deposited By:IR Admin
Deposited On:06 Nov 2015 11:52
Last Modified:06 Nov 2015 11:52

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