Antecedents and Outcomes of New Product Development in the Livestock Equipment Industry
Keywords:
New product development, livestock equipment industry, research and development, organizational innovation, customer satisfaction, competitivenessAbstract
This study aimed to identify the antecedents and outcomes of new product development (NPD) in the livestock equipment industry and propose a localized model to enhance competitiveness and efficiency. An applied, descriptive–survey study with a correlational design was conducted. The statistical population included 150 active livestock equipment companies, and 108 firms were selected using Cochran’s formula through convenience sampling. Data were collected via a standardized 85-item questionnaire covering causal factors (market needs, product quality, new technology, investment, R&D, innovation), outcomes (customer satisfaction, profitability, product efficiency, competitiveness), and strategies. Convergent validity was confirmed using AVE, and reliability was assessed through Cronbach’s alpha and composite reliability (CR). Data were analyzed using SPSS27 and SmartPLS4. Structural equation modeling revealed that all antecedents had a significant positive effect on NPD; innovation (β=0.326, t=7.905, p<0.001) and R&D (β=0.319, t=8.571, p<0.001) were the strongest drivers. NPD significantly enhanced customer satisfaction (β=0.825, t=67.900, p<0.001), profitability (β=0.836, t=57.271, p<0.001), product efficiency (β=0.889, t=76.674, p<0.001), and competitiveness (β=0.881, t=86.203, p<0.001). Model fit indices were satisfactory (R² for NPD = 0.85). New product development driven by innovation, investment in R&D, and responsiveness to market needs, product quality, and emerging technologies can increase productivity, profitability, customer satisfaction, and competitiveness in the livestock equipment sector.
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