New products Development based on customer relationship management and entrepreneurial orientation

Document Type : Research Paper

Authors

1 Assistant Prof., Department of Business Management, Urmia University, Urmia, Iran

2 MSc., Department of Business Management, Faculty of Economic & Management, Urmia University, Urmia, Iran

Abstract

The recent perspectives that have been arisen among customers are genuinely rooted in the fact that each business, which is able to create new and continuous innovations in its products has more value than others. Therefore, developing continuous new products and innovations in order to creat new positive perspective in customers and consequently enhancing brand value is seems to be crucial. The aim of this survey is to propose new effective methods related to management communications with customers and innovative perspective to develop new products in Iran's dairy industry. The statistical population of the study consisted of 54 dairy producers from the dairy association of Iran. The sample size is 46 firms. The research method is descriptive survey based on structural equation modeling and the data gathering tool was questionnaire. To test the research hypotheses, partial least squares (PLS) and Smart Pls3 software have been used. The results show that customer relationship management and entrepreneurial orientation have a positive and significant effect on the new products development through customer participation. Also, entrepreneurial orientation has a positive and significant effect on the new products development, but the direct impact of customer relationship management on the new products development was not confirmed.

Keywords

References

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Journal of Business Administration Researches
Volume 12, Issue 24
March 2021
Pages 215-238

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