How to enhance the success rate of new products in the market
by Maha Mohammed Yusr; Sany Sanuri Mohd Mokhtar; Maruf Gbadebo Salimon; Waida Irani Mohd Fauzi
International Journal of Business Innovation and Research (IJBIR), Vol. 24, No. 4, 2021

Abstract: New product development is one of the performance aspects that need to be carefully supported. Due to the high risk related to new product performance in the market, which in extreme cases, might end the life of the company, companies need to work to enhance the possibilities of success before going a step further to create a market niche. Therefore, this study attempts to tackle this issue and proposes a model to enhance new product performance among manufacturing companies in Malaysia. The model proposes that customer knowledge management and learning capabilities are processes that boost new product performance. The sample size was drawn from the FMM list, and a total of 148 manufacturing SMEs participated in the study. The output of PLS software indicates that all hypotheses were supported and accepted. Further discussion and recommendations for future studies are provided in the last section of the study.

Online publication date: Thu, 08-Apr-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com