Supplier and customer involvement in NPD performance of Iranian dairy HTBFs

Supply chain management (SCM) and new product development (NPD) collaboration has an important role in creation of sustainable competitive advantage in companies for retaining in competitive market. One of the best strategies to obtain competitive advantage and reduce the failure rate of new product development in food industry is co-operation with suppliers and customers that in this research we have discussed. In this paper, an effect of Supplier and customer involvement in NPDP performance of Iranian dairy HTBFs is investigated. Then questionnaire was distributed among 120 Iranian managers in the dairy companies that 102 questionnaires were suitable. Based on the results, significant impact of supplier collaboration on the cost, innovation and speed of new product development was confirmed and significant impact of customer involvement on innovation and cost of new product development were confirmed serious. However, a significant impact of customer involvement on NPDS was not confirmed.