مدیریت نوآوری

مدیریت نوآوری

شناسایی عوامل کلیدی موفقیت توسعه محصول جدید: صنعت مد و پوشاک ایران

نوع مقاله : مقاله پژوهشی

نویسندگان
مریم ریحانی 1
سید سپهر قاضی نوری 2
رضا رادفر 3
1 گروه مدیریت تکنولوژی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
2 نویسنده مسئول: گروه مدیریت فناوری اطلاعات، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
3 گروه مدیریت تکنولوژی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
10.22034/imj.2024.454237.2813
چکیده
صنعت مد و پوشاک از جنبه اقتصادی، اجتماعی، فرهنگی و زیست‌محیطی، همواره به‌عنوان یکی از بخش‌های حیاتی جوامع مطرح بوده است. امروزه این صنعت با توجه به نرخ فزاینده تغییر در سلائق و نیازهای مشتریان و سبک زندگی، نیازمند ایجاد تنوع و افزایش سرعت ارائه محصولات به بازار است. بدین سبب این مقاله با هدف تعیین عوامل کلیدی موفقیت در فرایند توسعه محصول جدید در صنعت مد و پوشاک، طراحی شده است. روش تحقیق این مقاله از نوع کیفی است و از مرور پیشینه فنی، نظرسنجی از خبرگان و روش دلفی برای شناسایی، اولویت‌بندی و تخصیص عوامل کلیدی موفقیت به مراحل مختلف الگوی توسعه محصول جدید، استفاده شده است. نتایج پژوهش نشان می‌دهد که 14 عامل کلیدی موفقیت وجود دارد که توجه به آنها در طول فرایند توسعه محصول جدید، در صنعت مد و پوشاک الزامی است و از میان آنها، سه عامل کلیدی حمایت مدیریت ارشد، توانایی‌های سازمانی و سازماندهی تولید و همکاری بین‌وظیفه‌ای واحدهای سازمانی از اهمیت بیشتری برخوردار هستند. درنهایت یافته‌های پژوهش، این امکان را برای مدیران فراهم می‌کند تا در صورت نیاز به تغییر در الگوی توسعه متناسب با شرایط سازمان خودشان، بتوانند چیدمان عوامل کلیدی موفقیت را نیز متناسب با آن تغییر دهند.
کلیدواژه‌ها
نوآوری محصول
مدل توسعه محصول جدید
عوامل کلیدی موفقیت
عوامل حیاتی موفقیت
صنعت مد و پوشاک
مد سریع
موضوعات

عنوان مقاله English

Identifying Key Success Factors in New Product Development: The case of Iran’s Fashion & Apparel Industry

نویسندگان English

Maryam Reyhani 1
Seyed Sepehr Ghazinoory 2
Reza Radfar 3
1 Technology Management Department, Management and Economics faculty, Science and Research branch of Islamic Azad University, Tehran, Iran.
2 Department of IT Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
3 Department of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده English

The fashion and apparel industry has always been considered as one of the weighty element of societies from economic, social, cultural and environmental point of view. Today, companies due to the drastic rate of changes in the customers’ needs and lifestyle, need to introduce more new collections and speed up the luanch process. Therefore, this article is designed with the aim of determining the key success factors in the new product development process in the fashion and apparel industry. The research method designed based on qualitative approach and literature review, expert survey and Delphi methods were used to identify, prioritize and allocate key success factors to different stages of the NPD model. The research results show that there are 14 KSFs that must be taken into account through the different stages of the NPD process in the fashion and apparel industry, and three are three KSFs including: senior management support, organizational and production capabilities and cross-functional teams are more important among them. Finally, the findings of the research make it possible for the managers to change the arrangement of the KSFs based on the necessity of change in the NPD model according to the conditions of given organization.

کلیدواژه‌ها English

product innovation
new product development model
key success factors
critical success factors
fashion and apparel industry
fast fashion
رضائیان فردوئی، صدیقه، و قاضی‌نوری، سید سپهر(1389). مدل‌یابی نقش اخلاق در موفقیت سیستم‌های مدیریت دانش. فصلنامه سیاست علم و فناوری، 3(3)، 80-65. doi: https://dorl.net/dor/20.1001.1.20080840.1389.3.2.6.8
ریحانی، مریم، قاضی‌نوری، سید سپهر، و رادفر، رضا(1402). الگوی توسعه محصول جدید در صنعت مد و پوشاک ایران. فصلنامه علوم و فناوری نساجی و پوشاک، 13(1)، 51-30. doi: https://doi.org/10.22034/jtst.2024.184954
شیری، علیرضا، هاشم‌زاده خوراسگانی، غلامرضا، آخوندی، نسرین، و جمالو، فضل‌الله(1401). ارائه مدل فرآیند تکوین و توسعه محصول در صنعت فرش دستباف. علوم و فناوری نساجی و پوشاک، 11(2)، 68-47. doi: https://dorl.net/dor/20.1001.1.21517162.1401.11.2.1.5
صیقلی، مهدی، و اصلانی، علیرضا(1393). موفقیت توسعه محصولات جدید در صنایع غذایی: عوامل تاثیرگذار. دومین کنفرانس بین المللی تجاری سازی فناوری، تهران، ایران.
محمدکاظمی، رضا، خوانساری شامخ، ندا، و حسین‌پور، داوود(1394). عوامل حیاتی موفقیت توسعه محصول جدید در صنعت پوشاک (ورزشی). مطالعات مدیریت ورزشی، 34، 66-17.
وحدت، محمدحسین (1391). بررسی، شناسایی و رتبه‌بندی عوامل تأثیرگذار بر چابکی توسعه محصول جدید. پایان‌نامه کارشناسی ارشد در رشته مدیریت صنعتی، دانشکده مدیریت دانشگاه تهران.
Afshari-Mofrad, M., Ghazinoory, S., & Nasri, S. (2020). Measuring the efficiency, effectiveness and changeability of institutions for improving national innovation system. Asian Journal of Technology Innovation, 29(2), 233–257. https://doi.org/10.1080/19761597.2020.1797517
Akhtar, W. H. et al(2022). ‘A New Perspective on the Textile and Apparel Industry in the Digital Transformation Era’, Textiles, pp. 633–656. doi: 10.3390/textiles2040037.
Balachandra, R. and Friar, J. H(1997). ‘Factors for success in R&D projects and new product innovation: a contextual framework’, IEEE Transactions on Engineering management, 44(3), pp. 276–287.
Bana e Costa, C. A. et al(2002) ‘Mapping critical factors for the survival of firms: A case study in the Brazilian textile industry’, in Decision Support Systems for Sustainable Development: A Resource Book of Methods and Applications. Springer, pp. 197–213.
Bandinelli, R. et al(2013). ‘New product development in the fashion industry: an empirical investigation of Italian firms’, International Journal of Engineering Business Management, 5, p. 31.
Bhuiyan, N(2011). ‘A framework for successful new product development’, Journal of Industrial Engineering and Management (JIEM), 4(4), pp. 746–770. doi: 10.3926/jiem.334.
Booz, A. & H. I(1982). New Product Management for the 1980’s. New York.
Brown, S. L. and Eisenhardt, K. M(1995). ‘Product development: Past research, present findings, and future directions’, Academy of management review, 20(2), pp. 343–378.
Callychurn, D. S., Soobhug, K. and Hurreeram, D. K(2014). ‘Key success factors for the apparel manufacturing industry: A case study at company X’, in Proceedings of the World Congress on Engineering.
Choi, W., Powell, N. B. and Cassill, N. L(2005). ‘New product development and its applications in textiles’, Journal of Textile and Apparel, Technology and Management, 4(4), pp. 1–28.
Chowdhury, N. A. et al(2020). ‘A hierarchical model for critical success factors in apparel supply chain’, Business Process Management Journal, 26(7), pp. 1761–1788. doi: 10.1108/BPMJ-08-2019-0323.
Ciappei, C. and Simoni, C. (2005) ‘Drivers of new product success in the Italian sport shoe cluster of Montebelluna’, Journal of Fashion Marketing and Management: An International Journal, 9(1), pp. 20–42. doi: 10.1108/13612020510586389.
Connell, J. et al. (2001) ‘Troubling successes and good failures: Successful new product development requires five critical factors’, Engineering Management Journal, 13(4), pp. 35–39.
Cooper, R. (2001) ‘Winning at New Products: Accelerating the Process From Idea to Launch’.
Cooper, R. G. (1979) ‘The dimensions of industrial new product success and failure’, Journal of marketing, 43(3), pp. 93–103.
Cooper, R. G. (1990) ‘Stage-gate systems: a new tool for managing new products’, Business horizons, 33(3), pp. 44–54.
Cooper, R. G., Edgett, S. J. and Kleinschmidt, E. J. (2001) ‘Portfolio management for new products’.
Cooper, R. G. and Kleinschmidt, E. J. (1993) ‘New-product success in the chemical industry’, Industrial Marketing Management, 22(2), pp. 85–99.
Cooper, R. G. and Kleinschmidt, E. J. (2010) ‘Success factors for new‐product development’, Wiley International Encyclopedia of Marketing.
Cooper, V. (2008) The Critical Success Factor Method: A review and practical example.
Cui, T., Chattaraman, V. and Sun, L. (2021) ‘Examining consumers’ perceptions of a 3D printing integrated apparel: a functional, expressive and aesthetic (FEA) perspective’, Journal of Fashion Marketing and Management: An International Journal, ahead-of-p. doi: 10.1108/JFMM-02-2021-0036.
d’Avolio, E., Bandinelli, R. and Rinaldi, R. (2015) ‘Improving new product development in the fashion industry through product lifecycle management: a descriptive analysis’, International Journal of Fashion Design, Technology and Education, 8(2), pp. 108–121.
Deshmukh, S. D. and Chikte, S. D. (1980) ‘A Unified Approach for Modeling and Analyzing New Product R&D Decisions’, Management of Research and Innovation, 15, pp. 163–182.
Ernst, H. (2002) ‘Success factors of new product development: a review of the empirical literature’, International journal of management reviews, 4(1), pp. 1–40.
De Felice, F. and Petrillo, A. (2013) ‘Key Success Factors for Organizational Innovation in the Fashion Industry’, International Journal of Engineering Business Management, 5, p. 27. doi: 10.5772/56882.
Farnoodi, S., Ghazinoory, S., Radfar, R., & Tabatabaian, S. H. (2020). Governmental origin: why NTBFs grow in a transitional economy. Economic Research-Ekonomska Istraživanja, 33(1), 379–398. https://doi.org/10.1080/1331677X.2019.1674173
Florén, H. et al. (2018) ‘Critical success factors in early new product development: a review and a conceptual model’, International Entrepreneurship and Management Journal, 14, pp. 411–427.
Fung, Y.-N. et al. (2021) ‘Sustainable product development processes in fashion: Supply chains structures and classifications’, International Journal of Production Economics, 231, p. 107911. doi: https://doi.org/10.1016/j.ijpe.2020.107911.
Härkönen, R. and Svärd, J. (2017) ‘Success Factors and Challenges for E-Commerce Within the Fashion Industry’.
Jain, S., Mishra, S. and Mukhopadhyay, S. (2021) ‘Critical success factors for luxury fashion brands in emerging markets: Insights from a qualitative study’, Journal of Global Fashion Marketing, 12(1), pp. 47–61. doi: 10.1080/20932685.2020.1845765.
Koen, P. A. et al. (2002) ‘Fuzzy front end: effective methods, tools, and techniques’, The PDMA toolbook 1 for new product development.
Krishnan, V. and Ulrich, K. T. (2001) ‘Product development decisions: A review of the literature’, Management science, 47(1), pp. 1–21.
Lea Wickett, J., Gaskill, L. R. and Damhorst, M. L. (1999) ‘Apparel retail product development: Model testing and expansion’, Clothing and Textiles Research Journal, 17(1), pp. 21–35.
Leidecker, J. and Bruno, A. (1984) ‘Identifying and Using Critical Success Factors’, Long Range Planning, 17, pp. 23–32. doi: 10.1016/0024-6301(84)90163-8.
Lilja, K. K., Laakso, K. and Palomäki, J. (2011) ‘Using the Delphi method’, in 2011 Proceedings of PICMET’11: Technology Management in the Energy Smart World (PICMET). IEEE, pp. 1–10.
May‐Plumlee, T. and Little, T. J. (2006) ‘Proactive product development integrating consumer requirements’, International Journal of Clothing Science and Technology, 18(1), pp. 53–66.
McNeill, L. and Venter, B. (2019) ‘Identity, self‐concept and young women’s engagement with collaborative, sustainable fashion consumption models’, International Journal of Consumer Studies, 43(4), pp. 368–378.
Parker-Strak, R. et al. (2017) ‘Review of fashion product development models’, in Proceedings of the IFFTI Conference—Breaking the Fashion Rules, Amsterdam, The Netherlands, pp. 27–31.
Periyasamy, A. P. and Periyasami, S. (2023) ‘Rise of digital fashion and metaverse: influence on sustainability’, Digital Economy and Sustainable Development, 1(1), p. 16. doi: 10.1007/s44265-023-00016-z.
Reyhani, M., Ghazinoory, S. S. and Radfar, R. (2023) ‘New product development pattern in Iran’s fashion and apparel industry’, Journal of Textile Science and Technology.
van Riel, A., Lemmink, J. and Ouwersloot, H. (2004) ‘High‐Technology Service Innovation Success: A Decision‐Making Perspective’, Journal of Product Innovation Management, 21, pp. 348–359. doi: 10.1111/j.0737-6782.2004.00087.x.
RKJ, D. S. and Rupasinghe, T. (2016) ‘Characterization of new product development (NPD) models applicable to enhance the overall performance of the apparel industry’, International Journal of Textile and Fashion Technology (IJTFT) ISSN (P), pp. 2250–2378.
Sabanoglu, T. (2020) Most popular online shopping categories worldwide 2018, Statista. Available at: https://www.statista.com/statistics/276846/reach-of-top-online-retail-categories-worldwide/.
SAMPSON, K. K. and MUGOBO, V. V. (2023) ‘Critical Success Factors for Leading Apparel E-Tailers in Cape Town, South Africa’, Expert Journal of Marketing, 11(1).
Samuel, P. et al. (2017) ‘Developing Growth Portfolio with TRIZ Structures’, INNOVATOR, (03).
De Silva, R. K. J., Rupasinghe, T. D. and Apeagyei, P. (2019) ‘A collaborative apparel new product development process model using virtual reality and augmented reality technologies as enablers’, International Journal of Fashion Design, Technology and Education, 12(1), pp. 1–11. doi: 10.1080/17543266.2018.1462858.
Snyder, H. (2019) ‘Literature review as a research methodology: An overview and guidelines’, Journal of business research, 104, pp. 333–339.
Statista (2024). Available at: https://www.statista.com/outlook/emo/ecommerce/worldwide?currency=usd#revenue.
Sullivan, B. P. et al. (2022) ‘Managing New Product Development in the Fashion Industry with PLM: Based on Market Classifications BT - Product Lifecycle Management. Green and Blue Technologies to Support Smart and Sustainable Organizations’, in Canciglieri Junior, O. et al. (eds). Cham: Springer International Publishing, pp. 167–178.
Sun, H. and Wing, W. C. (2005) ‘Critical success factors for new product development in the Hong Kong toy industry’, Technovation, 25(3), pp. 293–303. doi: https://doi.org/10.1016/S0166-4972(03)00097-X.
Ulrich, K. T. and Eppinger, S. D. (2004) ‘Product architecture’, Product design and development, 3, pp. 163–186.
Valerie, M. et al. (2022) ‘KEY SUCCESS FACTORS IN THE FAST FASHION BUSINESS DURING A PANDEMIC’, Ultima Management : Jurnal Ilmu Manajemen, 14(2 SE-Articles). doi: https://doi.org/10.31937/manajemen.v14i2.2680.
de Waal, G. A. and Knott, P. (2010) ‘Product development: An integrative tool and activity research framework’, Human Systems Management, 29(4), pp. 253–264.

  • تاریخ دریافت 06 مهر 1402
  • تاریخ بازنگری 11 آذر 1402
  • تاریخ پذیرش 27 آذر 1402