Advances in Consumer Research
Issue 2 : 1000-1010
Original Article
Enhancing New Product Development Performance in the Automotive Industry: The Role of Design Changes, Virtual Manufacturing, Supplier Readiness, and Workforce Competency
 ,
1
Research Scholar, Karnavati School of Research, A/907, Uvarsad –Vavol Rd, Uvarsad,
2
Professor & Research Guide, Karnavati School of Research, A/907, Uvarsad –Vavol Rd, Uvarsad,
Abstract

New Product Development (NPD) is a critical factor for success in the automotive industry, influencing market competitiveness and innovation. This study examines the impact of design iterations & changes (DI), virtual manufacturing readiness (VMR), supplier process readiness (SPR), and people skills & competencies (PSC) on New Product Development Performance (NPDP). A structured survey was conducted among 258 professionals in the automotive sector, and data were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results confirm that excessive design iterations negatively impact NPD performance, while virtual manufacturing, supplier readiness, and workforce competency significantly enhance NPD outcomes. The study offers theoretical contributions to NPD literature and practical insights for manufacturers aiming to optimize product development cycles.

Keywords
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