The Impact of Relational and Functional Customer-Centered of Sales Force on The Success of New Product Development
Journal Title: International Journal of Applied Research in Management and Economics - Year 2018, Vol 1, Issue 3
Abstract
The purpose of this study is to investigate the impact of functional and relational customer-centered on the success of the product development process in pharmaceutical companies in Tehran province. Research hypotheses include the positive and significant effect of functional and relational customer-centered on sellerâs creativity, sellerâs creativity on new product development, transformational leadership intervention of sales director in the relationship between functional customer-centered and sellerâs creativity, intervention of interdependence with sales unit in the relationship between relational customer-centered and sellerâs creativity, intervention of customer behaviorism in the relationship between sellerâs creativity and positive points of new product, intervention of positive points of new product in the relationship between sellerâs creativity and new product development and the introduction of new product of sales force in the relationship between sellerâs creativity and new product development. The research method is descriptive and the research population includes sales staff in pharmaceutical companies in Tehran province, with 1020 people. The sample size is determined 279 people by the Cochran method. Sampling is done randomly and two researcher-made questionnaires are used as a research tool. The reliability of the questionnaire is measured using the Cronbachâs Alpha coefficient, which is more than 0.70 in each of the questionnaires of customer-centered and the success of the product development process. Providing structural model is done using PLS software. The results indicate that the functional customer-oriented variable does not affect the sellerâs creativity, and its impact, despite the intervention of the transformational leadership variable, will still not be significant.
Authors and Affiliations
Alireza Mohammadkhani,Zeinab Jaripour,
Keywords
Related Articles
- EP ID EP745423
- DOI https://doi.org/10.33422/IJARME.2018.10.42
- Views 20
- Downloads 0
Institutional Environment, Entrepreneurial Self-Efficacy and Entrepreneurial Intention of Company Employees
From the intentionality-based view, individuals' actual behaviors to initiate a new venture is driven by their entrepreneurial intentions. Company employees have accumulated professionalism and practical experience, whic...
The Effects of COVID-19 Pandemic on Working Life: An Evaluation on Individual and Organizational Competencies
In a rapidly changing world, people need to create differences in order to participate in the labor market, and in the same way, for businesses to remain strong in the market. Especially due to the high uncertainties cau...
Analyzing Voluntary CSR Communication: A Qualitative Study On “Fertial NEWS”
This paper aims to investigate Fertial’s CSR communication, to comprehend whether it is a voluntary adoption or it is due to external stakeholders’ influence. Unlike many empirical researches that have been carried out t...
Measuring and Improving Service Quality in The Context of a Higher Educational Institution: Human Science Students’ Perceptions at Sariputta College, Muse, Northern Shan State, Myanmar
The main purpose of this research is to determine the current situation of the five SERVQUAL dimensions of service quality instrumentation: tangibles, reliability, responsiveness, assurance, and empathy. These dimensions...
Effect of Business Analytics on Market Adaptation: Market Sensing and Product Management as Mediating Variables
The study investigated the mediating roles of both market sensing and product management in the impact of business analytics on market adaptation in the eCommerce industry in Nigeria. A sample of 40 firms was selected us...