Determination Of Key Success Factors In Product Development In Publication Industries (Case Study: Sports Print Media Publication Industry)

Today the long-term durability of a business depends on its ability to successfully introduce its new products to the market. Although development of new products creates many opportunities, it always occurs along with considerable risks. Although much research has been conducted on this topic, the question still remains for the researchers why the success rate of product development is still low. This paper too tries to facilitate decision-making in this field by determining the success factors in product development in publication industries. In terms of purpose, this is an applied paper based on mixed (qualitative-quantitative) data collection method. In the first stage, in the first stage, the identified factors in previous papers were investigated and then the industry experts were consulted in order to identify more important factors. Then questions were examined by using Mo s (2010) success factors questionnaire (α = 0.803) in a sample including 98 individuals. Research data were analyzed by using descriptive statistics (such as calculation and declaration of frequency, mean, variance, standard deviation,etc.) as well as conclusive ones such as confirmative factor analysis test, single-sample T and Friedman test. The result was identified and then ranking more important factors on product development in sports print media publication industry was conducted. Results showed that in terms of importance, the speed of return on investment and the identification of customer s needs are at the first and second positions, while the lack of market-prevailing competitors was the least important factor among the identified ones. For this reason, it is better according to the turbulent business environment to select projects that enter the market more rapidly with a faster return on investment. On the other hand, paying attention to customer s needs has always been important. This subject is undoubtedly true for sports print media too. For this reason, identification of customer s needs before acting to product development is the most important activity that should be done.