Title: Agile marketing competency and innovation capability mediating on new product management for industrial business development guidelines

Authors: Kanyarat Sukhawatthanakun; Supannika Supapon

Addresses: Business Administration Department, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Sakon Nakhon, Thailand ' Business Administration Department, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Sakon Nakhon, Thailand

Abstract: As an essential stage in product lifecycle management, new product development creates differentiation and competitiveness over industrial competitors and supports the countries' economic growth. This study aimed to examine the elements of new product management and develop a structural equation model by testing the roles of agile marketing competency and innovation capability as mediating effects of the industrial business development guidelines. The quantitative data was collected from 500 top executives involved in product development, both general and S-Curve/New S-Curve industries in Thailand, using a questionnaire. The data was analysed through descriptive, inference, and multivariate statistics. S-CFA and SEM model showed a positive relation between 38 observed variable factors under five elements: customer centricity, innovation capability, agile marketing competency, dynamics business management, and product development. In addition, the H1-H7 hypotheses were accepted as the significant value at 0.001 level. The empirical results theoretically contribute that executives must consider the innovation capability and the agile marketing competency mediating through customer centricity for driving new product development in the industrial business.

Keywords: product lifecycle; new product management; product development; customer centricity; innovation capability; agile marketing competency; dynamics business management; S-Curve industrial business; New S-Curve industrial business.

DOI: 10.1504/IJPLM.2024.137308

International Journal of Product Lifecycle Management, 2024 Vol.15 No.3, pp.259 - 283

Received: 17 May 2023
Accepted: 10 Oct 2023
Published online: 11 Mar 2024 *

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