Antecedents and level of success in the development of new products of the community enterprises in Nonthaburi Province

Chatthammathorn Yingyuadumpai; Tanapol Kortana; Chompoo Saisama; Patsiri Suwannapirom

doi:10.53730/ijhs.v6nS6.9499

Authors

Chatthammathorn Yingyuadumpai
s61484945002@ssru.ac.th
Suan Sunadha Rajabhat University, Thailand
Tanapol Kortana Suan Sunadha Rajabhat University, Thailand
Chompoo Saisama Suan Sunadha Rajabhat University, Thailand
Patsiri Suwannapirom Suan Sunadha Rajabhat University, Thailand

Keywords:

new product development, co-creation, innovation, marketing strategies, technology, leadership, government support

Abstract

The development of local products to meet with the quality standards can respond to the needs of consumers. However, the new product development (NPD) is one of the major challenges. The rate of success in NPD is low which is a hurdle to promote local products. In this way, this study is an attempt to highlight various factors influencing NPD. For this purpose, the current study considered quantitative research method and qualitative research method. Thus, a mix method approach is used in which the data collection is made through questionnaire and interviews. For the quantitative research part, the research sample consisted of 740 members of community enterprise groups in Nonthaburi province, Thailand. For qualitative research, in-depth interviews were carried out. Results of the study highlighted that; co-creation, speed for entering the market, innovation, process, new product development teams, marketing strategies, technology, leadership and government support has positive role in NPD. Results of the study contributed significantly to the literature as well as practice.

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