Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products: A quantitative approach based on structural equations

Document Type : Original Article

Authors

1 Managing Director of Digi Kashi Yazd Company

2 Assistant Professor, Faculty of Advancement Engineering, Iran University of Science and Technology

10.22034/cbsj.2024.138594.2485

Abstract

The effect of various factors on the role of the customer in the innovation and development of the company's new product is strongly influenced by the background conditions. Considering the economic and strategic importance of the tile and ceramic industry, this article has tried to model the factors affecting the role of the customer in the innovation and development of the products of this sector. For this purpose, a survey was conducted with the participation of the managers of 160 new product development projects in 18 companies active in this field as a statistical sample, and then the obtained data were modeled based on the framework of structural equations and using the partial least squares (PLS) method. have became. According to the findings, although both internal and external factors have a significant effect on playing the role of the customer in the innovation and development of the company's product; The influence of external factors is more. Also, among the external factors, the market consequences including competitive performance and competitive superiority, and among the internal factors, operational consequences including technical quality and speed of innovation have the greatest impact on playing the role of the customer in the development of new products and the innovation performance of the company. Since external factors are mostly outside the control of companies and their managers and are more affected by government policies, the high influence of this group of factors confirms the important role of policymakers in this field;

Keywords

Main Subjects

References

Antikainen, I., & Ellis, R. (2011). A RE-AIM evaluation of theory-based physical activity interventions. Journal of Sport and Exercise Psychology, 33(2), 198-214.
Brockhoff, K. (2013). Customers’ perspectives of involvement in new product development. Int. J. Technol. Manag, 26(5/6), 464.
Chien, S., & Chen, J. (2010). Supplier involvement and customer involvement effect on new product development success in the financial service industry. Serv. Ind. J., 30(2),185–201.
Carbonell, P., Rodriguez-Escudero, A. I., & Devashish, P. (2009). Customer involvement in new service development: An examination of antecedents and outcomes. Journal of Product Innovation Management, 26(5), 536–550.
Degrell, A. (2019). Applying Customer Involvement in B2B Sales: case study on a medical device company. JOUR.
Ekdahl, A., & Sandell, J. (2019). Customer involvement in business model innovation. Umeå School of Business and Economics, 102.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. J. Mark. Res., 18(9), 39–50.
Fani, M., Ghamkhauri, S. M., Rasouli, N., & Torabi, M. A. (2024). The mediating role of brand aversion in the effect of negative customer experience on brand coping and
brand avoidance. Consumer Behavior Studies Journal, 10(1), 1-25. (In Persian)
Franke, N., & Von Hippel, E. (2013). Satisfying heterogeneous user needs via innovation toolkits: The case of Apache security software. Res. Policy, 32(7), 1199–1215.
Lagrosen, S., (2005). Customer involvement in new product development: A relationship marketing. European Journal of Innovation Management, 8(4), 424-436.
Lindic, J., Bavdaz, M., Kovacic, H., (2018). Higher growth through the Blue Ocean Strategy: Implications for economic policy. Res. Policy, 41(5), 928–938.
Mamat, M., Haron, M. S., Syafiah, N., & Razak, A. (2014). Supplier and customer involvement in NPD performance of Iranian dairy HTBFs.
Svendsen, M. F., Haugland, S. A., Grønhaug, K., Hammervoll, T. (2011). Marketing strategy and customer involvement in product development. European Journal of Marketing, 45(4), 513-530.
Meigounpoory, M., Sajadi, S. M., & Mirzaei, E., (2019). Supplier and customer involvement in NPD performance of Iranian dairy HTBFs. Asian J. Res. Bus. Econ. Manag, 4(12).
Nguyen, A. D. (2014). Customer involvement in new product development process. Linnaeus University.
Rahimnia, F., Qanaant, N., & Kafashpour, A. (2023). The effect of the mediating role of emotional and functional brand image on the relationships between advertising
content and social media sales promotion and consumers' behavioral intention. Consumer Behavior Studies Journal, 9(4), 172-191. (In Persian)
Shaabani, A., Mansouri Mohammad Abadi, S., Mir Fakhr Oddini, S. H., & Safari, K. (2016). The effect of customer participation on new product: the role of mediating
consequences. Iranian Management Sciences Association, 11(44), 57-78. (In Persian)
Salomo, S., Steinhoff, F., Trommsdorff, V. (1951). Customer orientation in innovation projects and new product development success - The moderating effect of product
innovativeness. International Journal of Technology Management, 26(5–6), 442–463.
Sánchez, D. Á., Gimilio, D. P., & Altamirano, J. I. (2015). Crowdsourcing: A New Way to Citizen Empowerment, Advances in Crowdsourcing, 73–86
Sedighi, A., Yazdanpour, A., & Hadizadeh, A. A. (2018). Investigating the effect of brand reputation on customer loyalty in research conducted in Iran. The Sixth National
Conference on Modern Studies and Research in the Field of Humanities, Management and Entrepreneurship in Iran, Iran, Tehran. (In Persian)
Stenmark, P., Tinnsten, M., & Wiklund, H. (2011). Customer involvement in product development: Experiences from Scandinavian outdoor companies. Procedia Engineering, 13,538-543
Svendsen, M. F., Haugland, S. A., Grønhaug, K., & Hammervoll, T. (2011). Marketing strategy and customer involvement in product development. Eur. J. Mark., 45(4),
513–530.
Tenenhaus, M., Amato, S., & Vinzi, V. E. (2004). A global goodness-of-fit index for PLS structural equation modelling. XLII SIS Sci. Meet, 739–742.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2019). Using PLS path modeling for assessing hierarchical construct models: Guidelines and Empirical Illustration.
MIS Q., 33(1), 177–195.
Wang, C. H. (2019). Facilitating customer involvement into the decision-making process of concept generation and concept evaluation for new product development. IEEE
International Conference on Industrial Engineering and Engineering Management,
2068–2072,
Xu, A., Schmitz, T., & Mo, Z. (2019). Engaging customers – How e-commerce companies can use customer involvement to create a superior online shopping experience. JOUR, Linnaeus University, Linnaeus School of Business and Economics.
Yan, B. (2019). An approach to new product development management in SMEs. Industrial Engineering and Engineering Management (IEEM), IEEE International Conference,
1072–1076.
Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press-Business & Economics

Files

Share

How to cite

Statistics