طراحی مدل پویای توسعه محصول جدید با تأکید بر تئوری انتشار باس

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، واحد رشت، دانشگاه آزاد اسلامی، رشت.

2 استادیار، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران.

3 کارشناس ارشد، واحد رشت، دانشگاه آزاد اسلامی، رشت.

چکیده

توجه به عوامل کلیدی در توسعه موفقیت ­آمیز محصولات جدید، یکی از عوامل اصلی جلب مشتریان و کسب مزیت رقابتی به ­شمار می ­رود. پژوهش حاضر با هدف بررسی اثر سیاست­ گذاری بر عوامل کلیدی توسعه محصولات جدید بر افزایش نرخ جذب مشتریان انجام شده است. با توجه به تغییر پارامترها در طول زمان و اهمیت انتشار نوآوری در توسعه محصولات جدید، در این پژوهش از رویکرد پویایی‌شناسی سیستم و تئوری انتشار باس برای مدل‌سازی مسئله استفاده شده است. در این راستا، ابتدا با مطالعات کتابخانه ­ای و مصاحبه با متخصصان، عوامل کلیدی توسعه موفقیت ­آمیز محصولات جدید شناسایی شدند. سپس با تعیین روابط متغیرهای پژوهش و استخراج فرضیه­ های پویا، نمودارهای علت ـ معلول و موجودی ـ جریان شکل گرفتند. نهایتاً، پس از تعریف معادلات دینامیکی و شبیه­ سازی مدل در نرم‌افزار ونیسم، اعتبار مدل مورد‌تأیید قرار گرفت. نتایج بررسی سیاست­ های چهار­گانه پایه، تبلیغات، تحقیق و توسعه و تبلیغات و تحقیق و توسعه متوازن نشان داد که افزایش هم‌زمان بودجه تبلیغات و تحقیق ‌و توسعه می ­تواند تأثیر بیشتری بر جذب مشتریان و موفقیت توسعه محصول جدید داشته باشد.

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