Title: How to enhance the success rate of new products in the market

Authors: Maha Mohammed Yusr; Sany Sanuri Mohd Mokhtar; Maruf Gbadebo Salimon; Waida Irani Mohd Fauzi

Addresses: School of Business Management, University Utara Malaysia UUM, Malaysia ' School of Business Management, University Utara Malaysia UUM, Malaysia ' School of Business Management, University Utara Malaysia UUM, Malaysia ' School of Business Management, University Utara Malaysia UUM, Malaysia

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.

Keywords: new product development; NPD; organisational learning; customer knowledge management; SME manufacturing companies; partial least squares; PLS.

DOI: 10.1504/IJBIR.2021.114046

International Journal of Business Innovation and Research, 2021 Vol.24 No.4, pp.478 - 493

Received: 11 May 2019
Accepted: 27 Jul 2019
Published online: 08 Apr 2021 *

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