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J. Open Innov. Technol. Mark. Complex. 2018, 4(2), 17; https://doi.org/10.3390/joitmc4020017

Competitive Advantage and Its Impact on New Product Development Strategy (Case Study: Toos Nirro Technical Firm)

1
Department of Management, Azad University of Tehran Gharb, Tehran 9176738414, Iran
2
Department of Management, University College of Nabi Akram, Tabriz 5178868547, Iran
3
Department of Management, Payam nour University of Gachsaran, Tehran 9176738414, Iran
*
Author to whom correspondence should be addressed.
Received: 18 April 2018 / Revised: 7 May 2018 / Accepted: 8 May 2018 / Published: 26 May 2018
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Abstract

Although new product development and its importance for companies as a new approach is accompanied by risks, identification of competitive advantage factors can be helpful for managers in reduction of decision-making risks. The Toos Nirro technical firm is a leading company in meeting the demands of its industry in Iran as it is one of the most effective manufacturing centers in Iran, which is committed to complying with modern standards and taking advantage of the latest scientific achievements and transfer of technology. The statistical population included experts and top managers at the Toos Niroo technical firm. The present study was conducted to identify and rate competitive advantage factors in new product development in the Toos Niroo technical firm. In addition to identification of the factors, they were also rated to reveal which factor ranked the high in new product development. This was an applied research which was carried out by a descriptive survey methodology. Using the Cochran method, a sample of 50 people was adopted and data were collected by questionnaire and analyzed using SPSS software (p < 0.15). Hypotheses were tested with the Kolmogorov–Smirnov and parametric tests. Results indicated that competitive advantage factors including quality, efficiency, innovation, and accountability were positively and significantly related to new product development. View Full-Text
Keywords: competitive advantage; new product development; quality; innovation; customer competitive advantage; new product development; quality; innovation; customer
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Hosseini, A.S.; Soltani, S.; Mehdizadeh, M. Competitive Advantage and Its Impact on New Product Development Strategy (Case Study: Toos Nirro Technical Firm). J. Open Innov. Technol. Mark. Complex. 2018, 4, 17.

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