Developing a model for successful innovation in manufacturing industry using the grounded theory

Product innovation is one of the most important activities of companies to differentiate themselves from competitors and meet the needs of customers. This study was conducted to identify the success factors of innovation in the country's beverage industry as the case study.

the approach of this research is qualitative and the method of doing it is content analysis. The data of this study were collected using interviews with beverage industry experts and encoded using MAXQDA software.

Open coding of qualitative data collected using interview, resulted in 54 initial codes that were selected from a total of 375 obtained codes. These 54 initial codes were categorized into 9 categories. The identified categories include marketing, product packaging, brand image, production infrastructure, organizational factors, macro factors, customer, performance results and product characteristics.

The final model discovers the critical success factors of product innovation in the beverage market guides manufacturers in the process of launching a new product.