Page 19 - IMDR - Journal of Management Development and Research - March2019-20

emphasis on technological factors, and in stage3; 1 technological factors, 2 marketing

factors, 3 commercial factors, 4 managerial factors.
It indicate that the results show that, in stage 1 stage 2 and stage 3, diamond firms put

a lot of emphasis on managerial factors and not on other factors so that firms can
concentrate more on other factors too.

Table 4: Position of Respondents

Designation of
Frequency Percent
Respondents

Manager 194 30.5
Owner 319 50.1

CEO 124 19.5

Total 637 100.0

Findings
From finding firms are inviting new ideas in initial stage of NPD process. The table of

mean rank that the relative importance of the KSF are not differs across different
stages. Diamond firms pay more attention on managerial factors and attentions turns

to technological factors in Stage 1 Idea Generation and Concept Development and

Stage 2 Design and Development and commercial factors in Stage 3
Commercialization.

Conclusion

From the analysis it is concluded that the diamond firms of Surat are actively involved

in NPD. The majority of the diamond firms concentrate on managerial factors across
all the 3 stages of NPD. As firm giving more importance to Managerial Factors firms

inviting new ideas and competitive advantage for new product and come to know
about potential market and cost of new products.

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