Designing and Explaining the Marketing Intelligence Model based on the New Product Development in Iran's Automotive Industry

Subject Areas : Marketing

nika habibi ¹ , azam rahiminik ² , FARIDEH HAGHSHENAS KASHANI ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2023-10-15 Accepted : 2024-01-11 Published : 2024-08-22

Keywords: New product development, Automotive Industry, Grounded Theory, Marketing Intelligence,

Abstract :

The aim of the current research is to design a marketing intelligence model based on new product development in Iran's automotive industry and to identify the relationships between the components, antecedents and consequences of the model. The current research method is of mixed type - exploratory design, in the qualitative stage based on the foundational data theory and in the quantitative stage descriptive survey. The sampling method was purposeful in the qualitative stage and continued until theoretical saturation was reached and finally 15 in-depth interviews were conducted. The number of samples in the quantitative stage was 385. The results of data coding in the qualitative stage led to the creation of a paradigmatic model, and for the quantitative part of the research, a process model was used. , marketing intelligence, market orientation of management, information technology, evaluation of development of roadmap of product features, customization of products and services based on customer taste, evaluation of new product development process and the final dependent variable include reduction of new product development waste, customer satisfaction, competitiveness. . The results indicate the confirmation of 16 research hypotheses, which indicate that there is a positive and significant relationship between the components.

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