A Research on Impacts of Digitalization on New Product Development Processes

Abstract

Nowadays, the strategic importance of new product development processes for businesses is increasing due to the rapidly increasing competitive conditions and changing market expectations. Digitalized systems under the influence of the new industrial revolution reveal the necessity of transforming all processes in businesses. In this context, new product development processes need to be restructured along with digitalization. The aim of this study is to investigate the impact of digitalization on new product development processes. For this purpose, as a result of a detailed literature research, studies on the subject were examined and the factors showing the impact of digitalization in new product development processes were revealed under 7 headings. As the methodology, graph theory and matrix approach were used to reveal the interaction between factors and their importance order. According to the findings of the implementation, the integration of digital technologies in prototype processes, employment of data scientists and integration of digital collaboration platforms in project management emerged as the top three most important factors. It is expected that the results of the study will contribute to the processes of making strategic decisions such as investment and employment by revealing critical issues regarding digitalization in new product development processes, and presenting the priority issues that should be focused on, in businesses.

Keywords

• New Product Development
• Digitalization
• Industry 4.0
• Digital Transformation
• Graph Theory and Matrix Approach

Yeni Ürün Geliştirme Süreçlerinde Dijitalleşme Etkisi Üzerine Bir Araştırma

Abstract

Günümüzde hızla artan rekabet koşulları ve değişen pazar beklentileri ile birlikte yeni ürün geliştirme süreçlerinin işletmeler için stratejik önemi giderek artmaktadır. Yeni endüstri devriminin etkisiyle dijitalleşen sistemler, işletmelerdeki tüm süreçlerin dönüşüm geçirmesi gerekliliğini ortaya koymaktadır. Bu bağlamda dijitalleşme ile birlikte yeni ürün geliştirme süreçlerinin de yeniden yapılandırılması gerekmektedir. Bu çalışmanın amacı yeni ürün geliştirme süreçlerinde dijitalleşmenin etkisini araştırmaktır. Bu amaç doğrultusunda, detaylı bir literatür araştırması sonucunda konu ile ilgili çalışmalar irdelenerek yeni ürün geliştirme süreçlerinde dijitalleşmenin etkisini gösteren faktörler 7 başlık altında ortaya konmuştur. Çalışmanın uygulama kısmında belirlenen faktörlerin birbirileri ile etkileşimini ve önem düzeylerini ortaya koymak için graf teori ve matris yaklaşımı kullanılmıştır. Uygulama bulgularına göre prototip süreçlerinde dijital teknolojilerin entegrasyonu, veri bilimci istihdamı ve proje yönetiminde dijital işbirliği platformları entegrasyonu faktörleri en önemli ilk üç faktör olarak ortaya çıkmıştır. Çalışma sonuçlarının yeni ürün geliştirme süreçlerinde dijitalleşme ile ilgili olarak kritik konuların ortaya konması ve işletmelerde odaklanılması gereken öncelikli hususların sunulması bu şekilde yatırım ve istihdam gibi stratejik kararların alınması süreçlerine katkı sağlaması beklenmektedir.

Keywords

• Yeni Ürün Geliştirme
• Dijitalleşme
• Endüstri 4.0
• Dijital Dönüşüm
• Graf Teori ve Matris Yaklaşımı

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