طراحی الگوی مشارکت مشتریان در فرآیند توسعه محصول جدید در صنعت خودروی کشور

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشگاه شهید بهشتی.

2 استاد، دانشگاه شهید بهشتی.

3 دانشیار، دانشگاه شهید بهشتی.

4 استادیار، دانشگاه شهید بهشتی.

10.29252/jimp.9.3.195

چکیده

هدف پژوهش حاضر، ارائه چارچوبی برای اجرای اثربخش فرآیندهای توسعه محصول با توجه به خواست‌ها و انتظارات مشتریان و انطباق‌ آن با ویژگی‌­های سازمانی برای صنعت خودروی کشور است. این پژوهش از منظر هدف کاربردی ـ توسعه‌­ای و بر حسب ماهیت داده‌ها و نحوه گردآوری آن­ها از نوع پژوهش­‌های آمیخته اکتشافی (کیفی ـ کمّی) با رویکرد گام‌های دروازه‌ای طراحی محصول است. بررسی متداول­‌ترین روش‌­های توسعه محصول با توجه به پیشینه و کاربردهای صنعت، استخراج شاخص­های توسعه محصول جدید از منظر مشتریان، انطباق شاخص‌های توسعه محصول جدید با ویژگی­‌ها و اهداف سازمانی، تعیین شاخص‌­های اثرگذار بر توسعه محصول جدید و رتبه‌­بندی آن­ها که در آن از فنون تحلیل محتوا و گروه کانونی اکتشافی به‌­منظور استخراج سنجه­های پژوهش استفاده می‌شود. در بخش کیفی حجم نمونه شامل 19 خبره و در بخش کمّی حجم نمونه شامل 294 نفر از مشتریان سه شرکت «ایران‌خودرو»، «سایپا» و «پارس‌خودرو» است. بر اساس یافته‌های این پژوهش، 50 شاخص در 11 تم‌ها و شرح آن­ها و نیز الویت‌بندی تم‌های توسعه محصول جدید از دید مشتریان و سازمان شناخته، ارائه و تحلیل شدند.

کلیدواژه‌ها

موضوعات


  1.  Ismailpour, R. & Jabari, M. (2010). Exploring the new product development process from idea to market. 4th National Conference on Technology Management, Tehran, Iran.
  2.  Mamaghani, A.S.  Sarmad Saeedi, Q. & Kabazanghadim, A.D. (2013). Identification and ranking of key factors affecting new product development in SAIPA Automotive Group with AHP approach. Journal of Industrial Management Studies, 8(20), 167-194.
  3. Salimizaviyeh, S.W. (2016). Presenting a Method for Risk Management in New Product Development Process in Iranian Automotive Industry, Master thesis, Payame Noor University, Tehran PAYAME NOOR Center
  4. Changizi, H. (2017). Product Development. 2th International Conference on New Paradigms of Management, Innovation and Entrepreneurship, Teharn, Iran.
  5. Azizi, M. & Moghaddam, A. (2017). Providing a Model for Managing Technology Development Projects in the Iranian Oil and Gas Industry. Journal of Innovation Management. 5(1). 103-128.
  6.  Taghavifard, A.D. & Akhbar, M. (1386). New product development process, Tadbir Monthly. 18(184).
  7.  Daneshkoan, Hossein & Bidgoli, Mohammad Reza (2010). Product development projects and key success and failure factors. 4th Iranian National Conference on Technology Management Tehran, Iran
  8. Seyyed Hosseini, S.M., & Zaman, F. (2016). The Role of Organizational Areas in Managing New Product Development (Approach of Iranian Automotive Industries). Journal of Marketing Management, 9(24), 71-90.
  9.  Sarmad, Z., Bazargan, A.S. & Hejazi, A. (2015). Research methods in behavioral sciences, Agah Publications, Tehran. , Iran
  10.  Drazin, Robert (2012) .Professionals and Innovation: Confronting Task-Structural with Thinking and Fundamental Structuralism, Translated by: Mohammad Reza Hamidizadeh. Broadcasting Journal of the Islamic Republic of Iran, 11(66), 34-47.
  11. Hamidizadeh, M.R. (2010). Strategy to improve productivity of new product supply. Tadbir, 57-69.
  12.  Hamidizadeh, M.R. & Hosseinzadehshahri, M. (2006). Designing a model for identifying, evaluating, and determining strategic capabilities: A research in Iran KHODRO Company. Iranian Journal of Management Science, 1(4), 1-28.
  13. Wang, J., & Lin, Y. I. (2009). An overlapping process model to assess schedule risk for new product development. Computers & Industrial Engineering57(2), 460-474.
  14.  Wang, J., & Lin, Y. I. (2009). An overlapping process model to assess schedule risk for new product development. Computers & Industrial Engineering57(2), 460-474.
  15.  Cooper, R. G. (2006). Winning at new products: pathways to profitable innovation. In Proceedings Project Management Research Conference, Montreal, Canada.
  16. Krishnan, V., & Ulrich, K. T. (2001). Product development decisions: A review of the literature. Management science47(1), 1-21.
  17.  Marion, T. J., Friar, J. H., & Simpson, T. W. (2012). New product development practices and early stage firms: Two in‐depth case studies. Journal of Product Innovation Management29(4), 639-654.
  18.  Krishnan, V., & Ulrich, K. T. (2001). Product development decisions: A review of the literature. Management science47(1), 1-21.
  19. Nishikawa, H., Schreier, M., & Ogawa, S. (2013). User-generated versus designer-generated products: A performance assessment at Muji. International Journal of Research in Marketing, 30(2), 160-167.
  20. Freng Svendsen, M., Haugland, S. A., Grønhaug, K., & Hammervoll, T. (2011). Marketing strategy and customer involvement in product development. European Journal of Marketing, 45(4), 513-530.
  21.  Witell, L., Gustafsson, A., & D. Johnson, M. (2014). The effect of customer information during new product development on profits from goods and services. European Journal of Marketing, 48(9/10), 1709-
  22.  Chang, W., & Taylor, S. A. (2016). The effectiveness of customer participation in new product development: a meta-analysis. Journal of Marketing, 80(1), 47-64.
  23. Chang, W., & Taylor, S. (2016). Customer participation is no panacea for the development of new products. LSE Business Review.
  24. Morgan, T., Anokhin, S., & Wincent, J. (2017). Influence of Market Orientation on Absorptive Capacity: On the Bright and Dark Sides of Customer Participation in New Product Development—An Abstract. In Marketing at the Confluence between Entertainment and Analytics (pp. 413-413). Springer, Cham.
  25.  Lakhani, K. R., Wesley M. Cohen, K. Ingram, Tushar Kethalkar, Maxim Kuzemchemko, Santosh Malik, Cynthia Meyn, Greta Friar, & Stephanie H. Prkrywa (2014). Netflix: Designing the Netflix Prize (A), Harvard Business School Case 615-015, August.
  26.  Dyer, J. H., & Hatch, N. W. (2006). Relation‐specific capabilities and barriers to knowledge transfers: creating advantage through network relationships. Strategic management journal, 27(8), 701-719.
  27. Bonner, J. M. (2010). Customer interactivity and new product performance: Moderating effects of product newness and product embeddedness. Industrial Marketing Management, 39(3), 485-492.
  28.  Ganesan, S., Malter, A. J., & Rindfleisch, A. (2012). Does distance still matter? Geographic proximity and new product development. International Retail and Marketing Review, 8(1), 1-23.
  29.  Eric Boyd, D., Chandy, R. K., & Cunha Jr, M. (2010). When do chief marketing officers affect firm value? A customer power explanation. Journal of Marketing Research, 47(6), 1162-1176.
  30. Song, W., Ming, X., & Xu, Z. (2013). Risk evaluation of customer integration in new product development under uncertainty. Computers & Industrial Engineering, 65(3), 402-412.
  31.  Enkel, E., Kausch, C., & Gassmann, O. (2005). Managing the risk of customer integration. European Management Journal, 23(2), 203-213
  32.  Homayounfar, M., & Nahavandi, B. (2018). Designing a New Product Dynamic Model of Production with the Impact of Bass Release. Journal of Industrial Management Perspective, (29(1, 137-162 (In Persian).
  33.  Alam Tabriz, A., & Hamidizadeh, M. (2017). Model of New Product Manufacturing in the Automotive Industry. Journal of Industrial Management Perspective, (26(2, 33-51) In Persian).
  34.  Naeiji, M., & Panahifar, F. (2017). The Impact of Stakeholder Engagement in New Product Research and Development. Journal of Industrial Management Perspective, (27(3, 27-46) In Persian).