شناسایی مشکلات، راهکارها و عوامل موثر بر موفقیت مدیریت فرایند توسعه محصول جدید

محورهای موضوعی : مدیریت صنعتی

hooman keshavarzi ¹ (PhD student, Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran)
sayed javad iranban ² (Department of Industrial Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)
moqaddaseh mohammadian ³ (Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)

تاریخ دریافت : 1401/07/26 تاریخ پذیرش : 1401/11/03 تاریخ انتشار : 1401/08/01

کلید واژه: مشکلات, راهکارها, دلایل موفقیت توسعه محصول, توسعه محصول,

چکیده مقاله :

در دنیای با تغییرات سریع تکنولوژی و رقابتی امروز، شرکت‌ها نیازمند توسعه محصولات جدیدی هستند تا با افزایش مزیت رقابتی، در بازارهای داخلی و جهانی بتوانند رقابت کنند. در این راستا یکی از چالشهایی که شرکت‌ها با آن مواجه هستند، توسعه محصول جدید متناسب با شرایط روز با توجه به محدودیت منابع است. برای کمک به حل مساله فوق با انجام مطالعات کتابخانه‌ای گسترده مراحل و عوامل موثر در مدیریت توسعه محصول مورد شناسایی قرار گرفت. همچنین مشکلات شناسایی، راهکارها و عوامل موثر بر موفقیت فرایند توسعه محصول مورد بررسی قرار گرفت. یافته‌های پژوهش مشکلات و راهکارهای موجود در مسیر فرایند توسعه محصول جدید را در مراحل راهبرد محصول جدید، ایده‌یابی و غربال کردن ایده‌ها، توسعه مفهوم محصول و آزمون آن، آزمون تجاری، و راه‌اندازی و معرفی محصول به بازار بیان نمود. همچنین یافته‌ها نشان داد عوامل موثر در موفقیت توسعه محصول جدید شامل نوآوری محصول جدید، سهم بازار، فروش، و تحقق اهداف عملکردی محصول، اثربخشی و عملکرد مالی، سودآوری و موفقیت محصول نهایی، معیارهای داخلی بنگاه و خارجی، سرعت ارائه به بازار، عملکرد در بازار، و رضایت‌مندی مشتری می‌شود.

چکیده انگلیسی:

In today's rapidly changing technological and competitive world, companies need to develop new products so that they can compete in domestic and global markets by increasing their competitive advantage. In this regard, one of the challenges faced by companies is the development of a new product according to the current conditions, considering the limited resources. To help solve the above problem, by conducting extensive library studies, effective steps and factors in product development management were identified. Also, were investigated the identification problems, solutions and factors affecting the success of the product development process. The findings of the research show the problems and solutions in the process of new product development in the stag-es of new product strategy, idea generation and idea screening, product concept development and its testing, commercial testing, and launching and introducing the product to the market. Also, the findings showed that the effective factors in the success of new product development include new product innovation, market share, sales, and the reali-zation of product functional goals, effectiveness and financial performance, profitability and success of the final product, internal and external criteria of the company, speed of presentation to the market , performance in the market, and customer satisfaction.

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