Journal of Marketing Management

Supplier Involvement in Product Development Process (PDP) and New Product Performance: The Mediating Role of New Product Advantage
Dr. Chutima Wangbenmad, Dr. Nik Ramli Nik Abdul Rashid

Abstract
The aim of this study is to investigate the effects of supplier involvement in product development process (PDP) on the new product performance. It is hypothesized that the relationship is mediated by new product advantage. To test the hypotheses, data from 103 electronics and electrical companies were collected and analyzed. Regression results indicate that supplier involvement had a positive influence on new product performance and this relationship is indeed mediated by new product advantage. Companies should involve suppliers in partnerships to continuously improve and enhance new product advantage, which would ultimately enhance new product performance. The proficiency of this collaboration effort, and by extension the ability to sustain the process of an ongoing collaboration, is the key for the creation of new product advantage.

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