طراحی الگوی فرایند توسعه محصول در شرکت‌های پالایش گاز مبتنی بر نظریه داده بنیاد
محورهای موضوعی : مدیریت و توسعه پایدار
هومان کشاورزی
1
,
سید جواد ایرانبان
2
,
مقدسه محمدیان
3
1 - دانشگاه آزاد اسلامی، واحد قشم، گروه مدیریت، قشم، ایران.
2 - گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.
3 - گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.
کلید واژه: نظریه داده بنیاد, تحقیق کیفی, پالایشگاه‌های گاز, الگوی توسعه محصول,
چکیده مقاله :
در دنیای امروز که با تغییرات سریع تکنولوژی و رقابتی همراه است، شرکت‌های صنعتی نیازمند توسعه محصولات جدیدی هستند. در این راستا، هدف این پژوهش ارائه الگوی توسعه محصول جدید متناسب با شرایط شرکت‌های پالایش گاز است. این پژوهش از رویکرد نظریه داده بنیاد استفاده کرده است. جامعه آماری این پژوهش شامل مدیران، روسای ادارات، کارشناسان شرکت‌های پالایشی مورد مطالعه می‌باشد. این پژوهش پس از انجام 20 مصاحبه نیمه ساختار یافته با خبرگان، الگوی فرایند توسعه محصول را براساس راهبرد پژوهش کیفی و با استفاده از نرم‌افزار MAXQDA مدل‌سازی کرده است. یافته‌ها نشان داد شرایط علی توسعه محصول، شامل فشارهای ناشی از سیاست‌های نظام، نگرش مشتری‌مداری و عوامل درون سازمانی موجب حرکت به سمت مدیریت توسعه محصول و شرایط زمینه‌ای، شامل ملاحظات مالی- اقتصادی، سیاسی، قانونی، فنی- تکنولوژیکی، حاکمیتی و سرمایه‌گذاری می‌شود. همچنین، شرایط مداخله‌گر شامل زیر ساخت‌ها، ویژگی‌های مدیریتی، ویژگی‌های کارمندان و ساختار سازمانی می‌شود. پدیده اصلی نیز توسعه محصول است. همچنین، راهبردها شامل تشکیل تیم توسعه محصول، غربال ایده‌ها، تحقیقات بازاریابی، بازارسنجی، تسریع فرایند ایده تا عمل، امکان‌سنجی مقدمات تولید، فراهم‌سازی مقدمات تولید، ایده‌پردازی دقیق و انطباق استراتژی به صورت افقی و عمودی می‌شود. در نهایت، پیامدهای مورد انتظار مدیریت توسعه محصول شامل حضور به موقع محصول در بازار و افزایش فروش و صادرات است.
In today's rapidly changing technological and competitive world, industrial companies must develop new products. In this regard, the aim of this research is to provide a new product development model suitable for the conditions of gas refining companies. This research has used the foundational data theory approach. The statistical population of this research is managers, heads of departments, and experts of the studied refining companies. After conducting 20 semi-structured interviews with experts, this research has modeled the model of the product development process based on the qualitative research strategy and using MAXQDA software. The findings showed that the causal conditions of product development, including the pressures caused by system policies, customer-oriented attitude, and internal organizational factors, lead to product development management. Land conditions include financial-economic, political, legal, technical-technological, governance, and investment considerations. Also, the intervening conditions include infrastructure, management characteristics, employee characteristics, and organizational structure. The main phenomenon is product development. Also, the strategies include forming a product development team, sifting ideas, marketing research, market measurement, speeding up the process of idea to action, the feasibility of production preparations, preparation of production preparations, accurate creativity, and adaptation of strategy horizontally and vertically. Finally, the expected outcomes of product development management include the timely presence of the product in the market and increased sales and exports.
Ardakani, S., Zare Ahmadabadi, H., Taleifar, R., & Hatami Nasab, S. H. (2010). Analyzing the Factors Influencing the Success of New Product Development Process in Small-Medium Enterprises of Selected Food and Drink Industries of Fars Province. Production and Operations Management, 1(1), 53-70. (In Persian)
Awa, H. O. (2010). Democratizing the new product development process: A new dimension of value creation and marketing concept. International Business Research, 3(2), 49.
Barlas, S., & Johansson, S. (2018). Management and leadership within the FFE: Management-and leadership effects on time efficacy within the Fuzzy Front End of the New Product Development process University of Jönköping].
Bicen, P., & Hunt, S. D. (2012). Alliance market orientation, new product development, and resource advantage theory. Journal of Business & Industrial Marketing, 27(7), 592-600.
Bidgoli, S. D., Oulia, M. S., Issai, M. T., & Abuei, M. H. (2019). Modeling the impact of customer knowledge on new product development and company performance with a system dynamics approach. Research Journal of Information Processing and Management, 1(36), 155-180. (In Persian)
Biswas, S., Ali, I., Chakrabortty, R. K., Turan, H. H., Elsawah, S., & Ryan, M. J. (2022). Dynamic modeling for product family evolution combined with artificial neural network based forecasting model: A study of iPhone evolution. Technological Forecasting and Social Change, 178.
Bouncken, R. B., Fredrich, V., Ritala, P., & Kraus, S. (2020). Value-creation-capture-equilibrium in new product development alliances: a matter of coopetition, expert power, and alliance importance. Industrial Marketing Management, 90, 648-662.
Chang, W. (2019). The joint effects of customer participation in various new product development stages. European Management Journal, 37(3), 259-268.
Claudy, M. C., Peterson, M., & Pagell, M. (2016). The roles of sustainability orientation and market knowledge competence in new product development success. Journal of Product Innovation Management, 33, 72-85.
Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36-47.
Costa, M. F. (2007). A model for the development of new product. REGES, 2, 138-149.
Dail, F. (2012). A look at the provisions of the laws of the fourth and fifth programs of economic development in the oil sector. Economic magazine - a monthly review of economic issues and policies, 3, 143-162.
El Amri, D., & Akrout, H. (2020). Perceived design affordance of new products: Scale development and validation. Journal of Business Research, 121, 127-141.
Florén, H., Frishammar, J., Parida, V., & Wincent, J. (2018). Critical success factors in early new product development: a review and a conceptual model. International Entrepreneurship and Management Journal, 14(2), 411-427.
Hoffman, D. L., Kopalle, P. K., & Novak, T. (2009). The Right Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts. Journal of Marketing Research, 47(5), 1-52.
Kamalirad, E., & Hashemi, S. R. (2022). Investigating the Impact of Organizational Strategy on Life Insurance Demand (Case Study: Bushehr Insurance Companies). Journal of Management and Sustainable Development Studies, 2(1), 29-44. (In Persian)
Kester, L., Hultink, E. J., & Griffin, A. (2014). An empirical investigation of the antecedents and outcomes of NPD portfolio success. Journal of Product Innovation Management, 31(6), 1199- 1213.
Khamseh, A. (2021). The impact of entrepreneurship, internal capabilities and external research and development cooperation on innovation performance in Mapna Industrial Group. Journal of Innovation Management and Operational Strategies, 4(2), 384-366. (In Persian)
Kotler, P., & Armstrong, G. (2013). Marketing principles (B. Foruzandeh, Trans.; 5 ed.). Atropat Publishing, Tehran. (In Persian)
Ma, C., Yang, Z., Yao, Z., Fisher, G., & Fang, E. E. (2012). The effect of strategic alliance resource accumulation and process characteristics on new product success: Exploration of international high-tech strategic alliances in China. Industrial Marketing Management, 41(3), 469-480.
Martín, M. V. (2021). Communicating new product development openness–The impact on consumer perceptions and intentions. European Management Journal, 39(6), 802-815.
Mirzazadeh, A., & Zeraatkar, M. (2022). A Model for Critical Success Factors in New Automotive Product Development Processes with DFX Approach. Quarterly journal of Industrial Technology Development, 20(49), 79-92. (In Persian)
Mohseni Kia Sari, M., Fartash, K., Moradian, M., & Saad Abadi, A. A. (2020). An analysis on the new product development processes in food industry (Study of food companies in Tehran province). Innovation Management Journal, 9(2), 127-150. (In Persian)
Moon, H., Johnson, J. L., Mariadoss, B. J., & Cullen, J. B. (2018). Supplier and customer involvement in new product development stages: implications for new product innovation outcomes. International Journal of Innovation and Technology Management, 15(1).
Morgan, T., Anokhin, S. A., & Wincent, J. (2019). Influence of market orientation on performance: the moderating roles of customer participation breadth and depth in new product development. Industry and Innovation, 26(9), 1103-1120.
Morgan, T., Obal, M., & Anokhin, S. (2018). Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies. Research Policy, 47(2), 498-510.
Rautela, S., Sharma, S., & Virani, S. (2020). Influence of customer participation in new product development: the moderating role of social media. International Journal of Productivity and Performance Management, 70(8), 2092-2112.
Rautela, S., & Virani, S. (2019). Leveraging social media for customer participation in new product development-a conceptual framework. Annual Research Journal of Symbiosis Centre for Management Studies, 7(1), 15-27.
Schulte, J., & Knuts, S. (2022). Sustainability impact and effects analysis-A risk management tool for sustainable product development. Sustainable Production and Consumption, 30, 737-751.
Shi, Y., Zou, B., Guo, J., & Ji, P. (2022). Time pacing of product development: The influence of goal clarity and autonomy. Technology in Society, 68, 101897.
Thomas, E. (2013). Supplier integration in new product development: Computer mediated communication, knowledge exchange and buyer performance. Industrial Marketing Management, 42(6), 890-899.
Wang, L., Jin, J. L., Zhou, K. Z., Li, C. B., & Yin, E. (2020). Does customer participation hurt new product development performance? Customer role, product newness, and conflict. Journal of Business Research, 109, 246-259.
Zhang, J., & Zhu, M. (2019). When can B2B firms improve product innovation capability (PIC) through customer participation (CP)? The moderating role of inter-organizational relationships? Journal of Business & Industrial Marketing, 34(1), 12-23.
Zhang, M., & Tseng, M. M. (2007). A product and process modeling based approach to study cost implications of product variety in mass customization. IEEE transactions on engineering management, 54, 130-144.
Zouaghi, F., Sánchez, M., & Martínez, M. G. (2018). Did the global financial crisis impact firms' innovation performance? The role of internal and external knowledge capabilities in high and low tech industries. Technological Forecasting and Social Change, 132, 92-104.
_||_Ardakani, S., Zare Ahmadabadi, H., Taleifar, R., & Hatami Nasab, S. H. (2010). Analyzing the Factors Influencing the Success of New Product Development Process in Small-Medium Enterprises of Selected Food and Drink Industries of Fars Province. Production and Operations Management, 1(1), 53-70. (In Persian)
Awa, H. O. (2010). Democratizing the new product development process: A new dimension of value creation and marketing concept. International Business Research, 3(2), 49.
Barlas, S., & Johansson, S. (2018). Management and leadership within the FFE: Management-and leadership effects on time efficacy within the Fuzzy Front End of the New Product Development process University of Jönköping].
Bicen, P., & Hunt, S. D. (2012). Alliance market orientation, new product development, and resource advantage theory. Journal of Business & Industrial Marketing, 27(7), 592-600.
Bidgoli, S. D., Oulia, M. S., Issai, M. T., & Abuei, M. H. (2019). Modeling the impact of customer knowledge on new product development and company performance with a system dynamics approach. Research Journal of Information Processing and Management, 1(36), 155-180. (In Persian)
Biswas, S., Ali, I., Chakrabortty, R. K., Turan, H. H., Elsawah, S., & Ryan, M. J. (2022). Dynamic modeling for product family evolution combined with artificial neural network based forecasting model: A study of iPhone evolution. Technological Forecasting and Social Change, 178.
Bouncken, R. B., Fredrich, V., Ritala, P., & Kraus, S. (2020). Value-creation-capture-equilibrium in new product development alliances: a matter of coopetition, expert power, and alliance importance. Industrial Marketing Management, 90, 648-662.
Chang, W. (2019). The joint effects of customer participation in various new product development stages. European Management Journal, 37(3), 259-268.
Claudy, M. C., Peterson, M., & Pagell, M. (2016). The roles of sustainability orientation and market knowledge competence in new product development success. Journal of Product Innovation Management, 33, 72-85.
Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36-47.
Costa, M. F. (2007). A model for the development of new product. REGES, 2, 138-149.
Dail, F. (2012). A look at the provisions of the laws of the fourth and fifth programs of economic development in the oil sector. Economic magazine - a monthly review of economic issues and policies, 3, 143-162.
El Amri, D., & Akrout, H. (2020). Perceived design affordance of new products: Scale development and validation. Journal of Business Research, 121, 127-141.
Florén, H., Frishammar, J., Parida, V., & Wincent, J. (2018). Critical success factors in early new product development: a review and a conceptual model. International Entrepreneurship and Management Journal, 14(2), 411-427.
Hoffman, D. L., Kopalle, P. K., & Novak, T. (2009). The Right Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts. Journal of Marketing Research, 47(5), 1-52.
Kamalirad, E., & Hashemi, S. R. (2022). Investigating the Impact of Organizational Strategy on Life Insurance Demand (Case Study: Bushehr Insurance Companies). Journal of Management and Sustainable Development Studies, 2(1), 29-44. (In Persian)
Kester, L., Hultink, E. J., & Griffin, A. (2014). An empirical investigation of the antecedents and outcomes of NPD portfolio success. Journal of Product Innovation Management, 31(6), 1199- 1213.
Khamseh, A. (2021). The impact of entrepreneurship, internal capabilities and external research and development cooperation on innovation performance in Mapna Industrial Group. Journal of Innovation Management and Operational Strategies, 4(2), 384-366. (In Persian)
Kotler, P., & Armstrong, G. (2013). Marketing principles (B. Foruzandeh, Trans.; 5 ed.). Atropat Publishing, Tehran. (In Persian)
Ma, C., Yang, Z., Yao, Z., Fisher, G., & Fang, E. E. (2012). The effect of strategic alliance resource accumulation and process characteristics on new product success: Exploration of international high-tech strategic alliances in China. Industrial Marketing Management, 41(3), 469-480.
Martín, M. V. (2021). Communicating new product development openness–The impact on consumer perceptions and intentions. European Management Journal, 39(6), 802-815.
Mirzazadeh, A., & Zeraatkar, M. (2022). A Model for Critical Success Factors in New Automotive Product Development Processes with DFX Approach. Quarterly journal of Industrial Technology Development, 20(49), 79-92. (In Persian)
Mohseni Kia Sari, M., Fartash, K., Moradian, M., & Saad Abadi, A. A. (2020). An analysis on the new product development processes in food industry (Study of food companies in Tehran province). Innovation Management Journal, 9(2), 127-150. (In Persian)
Moon, H., Johnson, J. L., Mariadoss, B. J., & Cullen, J. B. (2018). Supplier and customer involvement in new product development stages: implications for new product innovation outcomes. International Journal of Innovation and Technology Management, 15(1).
Morgan, T., Anokhin, S. A., & Wincent, J. (2019). Influence of market orientation on performance: the moderating roles of customer participation breadth and depth in new product development. Industry and Innovation, 26(9), 1103-1120.
Morgan, T., Obal, M., & Anokhin, S. (2018). Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies. Research Policy, 47(2), 498-510.
Rautela, S., Sharma, S., & Virani, S. (2020). Influence of customer participation in new product development: the moderating role of social media. International Journal of Productivity and Performance Management, 70(8), 2092-2112.
Rautela, S., & Virani, S. (2019). Leveraging social media for customer participation in new product development-a conceptual framework. Annual Research Journal of Symbiosis Centre for Management Studies, 7(1), 15-27.
Schulte, J., & Knuts, S. (2022). Sustainability impact and effects analysis-A risk management tool for sustainable product development. Sustainable Production and Consumption, 30, 737-751.
Shi, Y., Zou, B., Guo, J., & Ji, P. (2022). Time pacing of product development: The influence of goal clarity and autonomy. Technology in Society, 68, 101897.
Thomas, E. (2013). Supplier integration in new product development: Computer mediated communication, knowledge exchange and buyer performance. Industrial Marketing Management, 42(6), 890-899.
Wang, L., Jin, J. L., Zhou, K. Z., Li, C. B., & Yin, E. (2020). Does customer participation hurt new product development performance? Customer role, product newness, and conflict. Journal of Business Research, 109, 246-259.
Zhang, J., & Zhu, M. (2019). When can B2B firms improve product innovation capability (PIC) through customer participation (CP)? The moderating role of inter-organizational relationships? Journal of Business & Industrial Marketing, 34(1), 12-23.
Zhang, M., & Tseng, M. M. (2007). A product and process modeling based approach to study cost implications of product variety in mass customization. IEEE transactions on engineering management, 54, 130-144.
Zouaghi, F., Sánchez, M., & Martínez, M. G. (2018). Did the global financial crisis impact firms' innovation performance? The role of internal and external knowledge capabilities in high and low tech industries. Technological Forecasting and Social Change, 132, 92-104.