Identifying the role of extrovert marketing capability on new product development performance: The modifying role of structure based customer
Abstract:
In shifting circumstances of passing through postindustrial era, it’s not enough for corporations to just rely on traditional means of competition with introverted approach. Rather business competitiveness is achieved by extrovert market view to produce up-to-date products. It’s obvious without building an structure installed on customer needs, emphasizing strengths of the organization wouldn’t solve any problem. This study tends to identify the most important aspects of extrovert marketing on making up-to-date products assessing the role of modifying customer based structure on the basis of a combinatory approach to a descriptive correlated study.  The statistical society of this study includes 1239 employee members of some active production companies in fields of food and car industries. To determine the effect of modifying variable study population divided into employees of client based and non-customer based companies. Random stratified sampling was used to gather data. Means of data collection in the first stage was semi structured interview with 3 phases Delphi to assess ability of extrovert marketing and in the second stage using of a 24 query questionnaire to determine relationship of variables in the structural model of study. From interviewees’ point of views 3 most important factors to effective marketing for new products are customers’ engagements, survey of market and having a good relationship with business partners that simulation also confirmed these results. Other findings include the positive role of customer based structure on the relation between marketing abilities with manufacturing of new products. In other words although some companies have marketing abilities, having not a customer based structure has resulted in lack of success in manufacturing of new products.
Language:
Persian
Published:
New Marketing Research Journal, Volume:6 Issue: 3, 2016
Pages:
109 to 126
magiran.com/p1654028  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!