ROLE OF INFORMATION TECHNOLOGY FOR NEW PRODUCT DEVELOPMENT PERFORMANCE IN THE MANUFACTURING SECTOR OF PAKISTAN

Abstract

Purpose-The study has aimed to investigate the role of information technology for new product development performance in the manufacturing sector of Pakistan. Methodology/sample- The study has gathered 250 sample responses from the manufacturing sector of Pakistan using convenience sampling technique. The study has used five-point Likert scale questionnaire and measures were adopted from various past studies. Partial least square (PLS) method of structural equation modeling (SEM) has been employed as data analysis technique. Findings- Above table showed that executive champion for NPD IT has significantly positive impact on IT leveraging competence in NPD and NPD IT tool use frequency. Moreover, firm-level IT capabilities has significantly positive impact on IT leverage competence in NPD and NPD IT tool use frequency. Also, NPD IT tool use frequency has significantly positive impact on IT leveraging competence in NPD and NPD performance. However, the results also showed that IT leveraging competence in NPD has negative and statistically insignificant relationship with NPD performance. Practical Implications- It is recommend that managers have to focus over that either the groups of NPD truly leveraged the tools of project management because it encourages them to refocus over the provided resources and time for their main assignments to be completed, that expected outcomes in quicker or potentially predominant succession.