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Barriers to Customer Integration into New Product Development Process: A Case of Apparel Industry in Pakistan

International Journal of Supply Chain Management

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Title Barriers to Customer Integration into New Product Development Process: A Case of Apparel Industry in Pakistan
 
Creator Sheikh, Muhammad Ali
Awan, Dr. Hayat; Bahauddin Zakariya University-Pakistan (BZU)
 
Description In recent years,multinationals developed close relationship with customers by integrating theminto NPD process which reduced switching and increased satisfaction. While SMEsfaced severe breakdowns due to product failures led by customerdissatisfaction. A reason for this switching is prohibition of customerintegration into NPD process. Within this context, the objective is to identifythose potential reasons which become the source of non-integration. Data forthis study was derived for a survey carried out in 25 SMEs (apparel). Anexploratory factor analysis, correlation analysis, ANOVA and descriptive statswere utilized to discover the potential of various barriers. Out of allbarriers, lack of awareness, trust and compatibility were potential barriersfound positively related with non-integration. Non/less experienced firmsshowed lack of awareness which led them to lack of trust while experiencedfirms lacked flexibility in integrating customers. Locally operating SMEsshowed lack of awareness and trust while firms at regional level were foundmore aware but refused the importance of integration. This study is focusing oncustomer integration into the SMEs sector has many implications forprofessionals and organizations.        
 
Publisher International Journal of Supply Chain Management
 
Contributor —
 
Date 2013-06-30
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/736
 
Source International Journal of Supply Chain Management; Vol 2, No 2 (2013): International Journal of Supply Chain Management (IJSCM)
 
Language en
 
Relation http://ojs.excelingtech.co.uk/index.php/IJSCM/article/download/736/2417
 
Rights The copyright of the contribution is transferred to IJSCM in case of acceptance. The copyright transfer covers the exclusive right to reproduce and distribute the contribution, including reprints, translations, photographic reproductions, microform, electronic form, or any other reproductions of similar nature.The Author may publish his/her contribution on his/her personal Web page provided that he/she creates a link to the mentioned volume of IJSCM.The Author may not publish his/her contribution anywhere else without the prior written permission of the publisher unless it has been changed substantially. The Author warrants that his/her contribution is original, except for such excerpts from copyrighted works as may be included with the permission of the copyright holder and author thereof, that it contains no libellous statements, and does not infringe on any copyright, trademark, patent, statutory right, or propriety right of others.The Author also agrees for and accepts responsibility for releasing this material on behalf of any and all co-authors.