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

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

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.

Kaynakça

  • Baxter, P. & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), 544-559.
  • Buckingham, A. & Saunders, P. (2004). The survey methods workbook: from design to analysis. Cambridge, UK: Polity Press.
  • Campbell, D.T. (1955). The informant in quantitative research. American Journal of Sociology, 60, 339–342.
  • Droge, C. & Calantone, R. & Harmancioglu, N. (2008). New product success: Is it really controllable by managers in highly turbulent environments. The Journal of Product Innovation Management, 25, 272-286.
  • Ferber, R. & Verdoorn, P. J. (1962). Research methods in economics & business. New York: The Macmillan Company.
  • Fowler, F. J. (1994). Survey research methods. Thousand Oaks: SAGE Publications.
  • Herzenstein, M. & Posavac, S. S. & Brakus, J. J. (2007). Adaption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251-260.
  • Liu, Y. & Shi, Y. (2020). Behind the scenes: Addressing dual pressures for product standardization and adaption in new product development in multinational corporations. European Journal of Marketing, 54(5), 1061-1085.
  • Merriam S. B. (1988). Case study research in education: A qualitative approach. San Francisco, CA: Jossey-Bass Inc.
  • Miller, D. & Droge, C. (1986). Psychological and traditional determinants of structure. Administrative Science Quarterly, 31(4), 539–560.
  • Morgan, T. & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies. Journal of Business Research, 113, 129-138.
  • Mullins, J. W. & Sutherland, D. J. (1998). New product development in rapidly changing markets: An exploratory study. The Journal of Product Innovation Management, 15, 224-236.
  • Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.
  • Patzer, G. L. (1996). Experiment-research methodology in marketing: Types and applications. Westport, CT: Greenwood Publishing Group, Inc.
  • Saunders, M. & Lewis, P. & Thornhill, A. (2009). Research methods for business students (Fifth ed.). Edinburgh, England: Pearson Education Limited.
  • Stake, R. E. (1995). The art of case study research. Thousand Oaks: SAGE Publications.
  • Tang, Y. (E). & Marinova, D. (2020). When less is more: the downside of customer knowledge sharing in new product development teams. Journal of the Academy of Marketing Science, 48, 288-307.
  • Yin, R. K. (1994). Case study research, design and methods. Thousand Oaks: SAGE Publications.

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

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

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.

Kaynakça

  • Baxter, P. & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), 544-559.
  • Buckingham, A. & Saunders, P. (2004). The survey methods workbook: from design to analysis. Cambridge, UK: Polity Press.
  • Campbell, D.T. (1955). The informant in quantitative research. American Journal of Sociology, 60, 339–342.
  • Droge, C. & Calantone, R. & Harmancioglu, N. (2008). New product success: Is it really controllable by managers in highly turbulent environments. The Journal of Product Innovation Management, 25, 272-286.
  • Ferber, R. & Verdoorn, P. J. (1962). Research methods in economics & business. New York: The Macmillan Company.
  • Fowler, F. J. (1994). Survey research methods. Thousand Oaks: SAGE Publications.
  • Herzenstein, M. & Posavac, S. S. & Brakus, J. J. (2007). Adaption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251-260.
  • Liu, Y. & Shi, Y. (2020). Behind the scenes: Addressing dual pressures for product standardization and adaption in new product development in multinational corporations. European Journal of Marketing, 54(5), 1061-1085.
  • Merriam S. B. (1988). Case study research in education: A qualitative approach. San Francisco, CA: Jossey-Bass Inc.
  • Miller, D. & Droge, C. (1986). Psychological and traditional determinants of structure. Administrative Science Quarterly, 31(4), 539–560.
  • Morgan, T. & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies. Journal of Business Research, 113, 129-138.
  • Mullins, J. W. & Sutherland, D. J. (1998). New product development in rapidly changing markets: An exploratory study. The Journal of Product Innovation Management, 15, 224-236.
  • Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.
  • Patzer, G. L. (1996). Experiment-research methodology in marketing: Types and applications. Westport, CT: Greenwood Publishing Group, Inc.
  • Saunders, M. & Lewis, P. & Thornhill, A. (2009). Research methods for business students (Fifth ed.). Edinburgh, England: Pearson Education Limited.
  • Stake, R. E. (1995). The art of case study research. Thousand Oaks: SAGE Publications.
  • Tang, Y. (E). & Marinova, D. (2020). When less is more: the downside of customer knowledge sharing in new product development teams. Journal of the Academy of Marketing Science, 48, 288-307.
  • Yin, R. K. (1994). Case study research, design and methods. Thousand Oaks: SAGE Publications.
Toplam 18 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Cem Karayalçın 0000-0002-0847-8020

Yayımlanma Tarihi 11 Aralık 2020
Gönderilme Tarihi 5 Haziran 2020
Kabul Tarihi 28 Eylül 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 1 Sayı: 2

Kaynak Göster

APA Karayalçın, C. (2020). COMPARATIVE ANALYSIS OF THREE EMPIRICAL STUDIES REGARDING NEW PRODUCT DEVELOPMENT/SUCCESS. Antalya Bilim Üniversitesi Uluslararası Sosyal Bilimler Dergisi, 1(2), 5-14.

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