Document Type : Research Paper
Authors
1 M.Sc. of Management, Lorestan University
2 Professor of Management, Lorestan University
3 Associate Professor of Management, Lorestan University
Abstract
The primary purpose of this research is to determine the relationship between organizational ambidexterity and new product development performance with the mediating role of Product modularity in firms manufacturing bodybuilding equipment. In terms of purpose, the present study is an applied descriptive-exploratory research. In term of philosophy, it is based on the deductive research and positivism paradigm. The statistical population of the research is 147 senior managers and employees of factories and companies manufacturing bodybuilding equipment in the country. A total number method has been used for sampling. In order to measure the variables of the research, Huang and Li’s organizational ambidexterity questionnaire (2017), Yuxiao et al’s Product modularity (2018) and the new product development of Cheng and Krumwiede's (2018) have been used. The reliability of the questionnaires was confirmed by Cronbach's alpha and for data analysis, structural equation modeling and PLS software were used. The findings show that organizational ambidexterity has a positive and significant effect on new product development and Product modularity acts as a mediator variable in relation to organizational ambidexterity and new product development.
Keywords
- Organizational Ambidexterity
- Product Modularity
- New Product Development Performance
- Bodybuilding Equipment
Main Subjects
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