Examining the innovation performance of the new product in the manufacturers of automobile parts in Iran

The purpose of this paper is to examine the innovation performance of the new product in the manufacturers of automobile components and parts in Iran. This study was conducted using descriptive – correlation methodology. The study population consisted of all active manufacturers of automobile components and parts in Islamic Republic of Iran. Structured questionnaire was used to collect data from the CEO of these companies. Out of 359 questionnaires in which were distributed through email, 226 questionnaires were returned (201 valid), which was equivalent to a 55.9 percent return rate. Hypotheses were tested through correlation analysis and Structural Equation Modeling (SEM) technique. Data analyses show that product modularity and product innovativeness have a significant and positive effect on innovation performance of new product. Results also reveal that and supplier technological integration positively moderates the product modularity-new product performance relationship.