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عوامل حیاتی موفقیت توسعه محصول جدید در صنعت پوشاک (ورزشی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار دانشکده کارآفرینی دانشگاه تهران

2 علامه طبا طبایی

3 دانشیار دانشگاه علامه طباطبایی

چکیده

دردنیایامروزبقایبلندمدتیککسب‌وکاربهقدرتوتواناییآنبنگاهبرایمعرفیموفقمحصولات جدیدش به بازاروابستهاست. وجودبعضیازعواملپیشبرندهتوسعهمحصولجدیددرصنعت پوشاک ورزشی باعث اهمیت یافتن توسعهمحصولجدیددراینصنعتشدهاست. هدف این مقاله شناسایی و رتبه‌بندی عوامل حیاتی موفقیت پروژه‌های توسعه محصول جدید در صنعت پوشاک ورزشی است. در مرحله اول، عوامل مهم درپژوهش­هایپیشینموردبررسی قرار گرفت، سپس با خبرگان صنعت باتجربه بالاتر از ۱۵ سال از روش گلوله برفی،  مصاحبه به عمل آمد، در ادامه شاخص‌ها و عوامل اصلی کدگذاری و شناسایی‌شده و درنهایت با تهیه پرسش­نامه بسته، در بین جامعه موردنظر با ۸۰ نمونه، نظر مدیران باتجربه کمتر از ۱۵ سال با استفاده از روش تصادفی ساده، در رابطه با این موارد سنجیده شد. نتایج پژوهش نشان می‌دهد که شش عامل، به ترتیب اولویت، بازاریابی و فروش، تیم توسعه محصول، تکنولوژی، طراحی و تولید، توانایی سازمانی و تجاری‌سازی شناسایی و شاخص‌های کلیدی هریک از عوامل را بررسی و رتبه‌بندی نموده و از طریق نرم افزار اس پی اس اس مطلوبیت هریک با استفاده از آزمون تی-تست تک نمونه‌ای سنجیده و با استفاده از آزمون فریدمن رتبه‌بندی شده‌اند، درنهایت از طریق لیزرل برازش مدل مفهومی در حد مطلوب ارزیابی شد و عامل تکنولوژی با بار عاملی۲۵/۰ مورد تائید قرار نگرفت که حاکی تأثیر کم این عامل در این صنعت می‌باشد. 

کلیدواژه‌ها

عنوان مقاله [English]

Identifying of CIdentifying of Critical Success Factors (CSF) on New Product Development (NPD) in Sports Clothing Industry

نویسندگان [English]

  • reza mohamad kazemi 1
  • neda khansari shamekh 2
  • davod hoseinpor 3

1

2

3

چکیده [English]

In today's world, the long-term survival of a business depends on the firm's ability to successfully introduce new products to the respective market. The existence of some progressive factor's in new product development in the sports clothing industry has led to the importance of new product development in this industry. The purpose of this paper is to identify and to Rank the critical success factors of new product development in the sports clothing industry. In the first stage, the main factors of the previous researches and in different industries were surveyed and identified. the industry experts with experience more than15 years, were interviewed, then the indices and the main factors were coded and identified with according to Cooper revised model and finally by providing a structured and closed questionnaire which has been approved by Experts and the university professors, for the target population with 80 cases, the managers view have been assessed in relation to these cases. The results showed that six factors which has been identified by priority were the marketing and sales, product development team, technology, designing and manufacturing, organizational capabilities, and ultimately the commercialization in the success of new product development in sport clothing industry. Also the key indicators of each success factors have been identified and the utility of the all factors with the average more than 3 were confirmed. Then, by using the Friedman test, the critical factors and indicators for each were ranked. Second order factor analysis was performed by using the Lisrel software and finally, fitting of the conceptual model was evaluated at an optimal level. The technology factor with factor loadings of 0/25 was not significant, which suggests that these factors have low correlations to each other and has a low impact in this industry. 

کلیدواژه‌ها [English]

  • Critical Success Factors (CSF)
  • New Product Development
  • Sports Clothing Industry
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مطالعات مدیریت ورزشی
دوره 7، شماره 34 - شماره پیاپی 34
ویژه نامه
بهمن و اسفند 1394
صفحه 17-36
فایل ها
سابقه مقاله
  • تاریخ دریافت: 26 مهر 1393
  • تاریخ بازنگری: 10 اردیبهشت 1394
  • تاریخ پذیرش: 05 خرداد 1394
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