Empathy Capability, Motivation, and Performance: In the Perspective of New Product Development

Yıl 2015, Cilt: 13 Sayı: 25, 357 - 387, 01.06.2015

Atif Açıkgöz

Öz

In today’s business environments, firms, which produce high-tech products, are becoming increasingly focused on new product development projects. Although in the extant literature it is widely accepted that the capabilities of new product developers have significant effects on the performance of product development projects; more, detailed, and particular empirical studies are needed in order to understand thoroughly the role of capabilities on performance. Based on the empathy-attitude-action model, this study investigates the interrelationships among empathy capability, motivation, and performance in new product development projects. For this purpose, based on the analyses conducted on data from 145 product developers -by using structural equation model based on partial least squares (PLS) method-, a positive and significant relationship was found both between empathy and motivation, motivation and performance. Moreover, it was hypothesized that project complexity has a moderator role between empathy capability and motivation, and we found that while product development projects become more complex, empathy increases its impact on intrinsic motivation

Anahtar Kelimeler

Empathy Capability, Motivation, New Product Success

Yeni Ürün Geliştirme Perspektifinde Empati Becerisi, Motivasyon ve Performans

Öz

Günümüz iş dünyasında, ileri teknoloji sektörlerinde faaliyet göstermekte olan işletmelerin, ürün geliştirme projelerine gittikçe daha fazla odaklandıkları gözlemlenmektedir. Her ne kadar ürün geliştiricilerin becerilerinin, yeni ürün geliştirme projelerinin performansını etkilediği yönünde ilgili literatürde genel bir kanı olsa da, bu becerilerin performans üzerindeki rollerinin anlaşılması üzerine daha fazla deneysel çalışmalara ihtiyaç duyulmaktadır. Bu çalışma, empati-tutum-eylem modeli temelinde, yeni ürün geliştirme projelerinde empati becerisi, motivasyon ve performans arasındaki ilişkileri araştırmaktadır. Bu amaçla 145 ürün geliştiren mühendisten elde edilen verinin analiz edilmesi neticesinde -yapısal eşitlik modeli tabanlı kısmi En Küçük Kareler (PLS) metodu kullanmak suretiyle- empati becerisi ile motivasyon ve motivasyon ile performans arasında pozitif ve anlamlı ilişkiler keşfedilmiştir. İlaveten, bu çalışma kapsamında proje karmaşasının empati becerisi ve motivasyon arasındaki ilişkide moderatör etkisi de test edilmiş; ürün geliştirme projeleri karmaşıklaştıkça empati becerisinin içsel motivasyon üzerindeki etkisini artırdığı sonucuna ulaşılmıştır

Anahtar Kelimeler

Empati Becerisi, Motivasyon, Yeni Ürün Başarısı

Kaynakça

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