The Impact of Structural Capital on New Product Development Performance Effectiveness- The Mediating Role of New Product Vision and Competitive Advantage

Abstract

For organizations mostly, changes are faster than their speed in responsibility and the ability for adjustment. In this space, organizations face with opportunities and threats. Therefore each invention and innovation causes change that may create opportunity for organization. So having proper structural capital is very important. Organizations should develop their new products and share clear vision in order to improve the effectiveness of their new product development performance. Therefore, this research wants to investigate and model the relationship between structural capital (SC) and new product development performance (NPDP) effectiveness with regard to the mediating role of new product competitive advantage and vision. Automobile industry in Iran is elected as statistical society. In this study, results are obtained by structural equations and path model. Also for better description of results, we use other deducible statistic such as binamial test and one-Sample Kolmogorov-Smirnov Test. The results of this study bode that structural capital can improve NPDP effectiveness by obtaining competitive advantage and providing clear and comprehensive vision. Also the provided model in this research is supported by data.