COMPARATIVE ANALYSIS OF THREE EMPIRICAL STUDIES REGARDING NEW PRODUCT DEVELOPMENT/SUCCESS

Yıl 2020, Cilt: 1 Sayı: 2, 5 - 14, 11.12.2020

Cem Karayalçın

Öz

Recently, companies need to be more responsive in order to meet the rapid changes considering both consumer preferences and managerial practices. From a marketing perspective, new product development is an important issue that needs to result with new product success at the end in order to act as a sustainable competitive advantage for the firm. The aim of this paper is to compare three different empirical studies that investigated new product development/success. Different empirical approaches such as survey, qualitative case study, and experiment have distinct values. A main conclusion of the three articles is that uncertainty and risk are factors that should be taken into account when investigating new product development/success. An important conclusion of this paper is that different empirical approaches has diverse values in terms of advantages they incur, and they add crucial findings and insights to the literature.

Anahtar Kelimeler

marketing, new product development, new product success, empirical studies, comparative analysis

COMPARATIVE ANALYSIS OF THREE EMPIRICAL STUDIES REGARDING NEW PRODUCT DEVELOPMENT/SUCCESS

Öz

Günümüzde, işletmeler tüketici tercihleri ve yönetimsel uygulamalar bağlamında yaşanan hızlı değişimleri karşılamak için daha hızlı tepki vermelidir. Pazarlama bakış açısı ile, yeni ürün geliştirme önemli bir konu olup, işletmeye sürdürülebilir rekabetçi avantaj sağlaması bakımından bu süreç yeni ürün başarısı ile sonuçlanmalıdır. Bu çalışmanın amacı yeni ürün geliştirme/başarısı konusundaki üç farklı ampirik çalışmayı karşılaştırmaktır. Anket, nitel vaka çalışması ve deney gibi farklı ampirik yaklaşımlar farklı değerler sunmaktadır. Üç çalışmanın ana sonucu, yeni ürün geliştirme/başarısı konusu incelenirken belirsizlik ve risk faktörlerinin de dikkate alınması gerekliliğidir. Bu çalışmanın önemli bir sonucu ise; farklı ampirik yaklaşımlar yarattığı avantajlar bakımından farklı değerler sağlamaktadır ve literatüre kritik öneme sahip bulgular ve kavrayışlar sunmaktadır.

Anahtar Kelimeler

pazarlama, yeni ürün geliştirme, yeni ürün başarısı, ampirik çalışmalar, karşılaştırmalı analiz

Kaynakça

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