EFFECT OF NEW DRUG PRODUCTS DEVELOPMENT SPEED, LEARNING DEMAND, CUSTOMER PARTICIPATION ON NEW DRUG PRODUCT DEVELOPMENT PERFORMANCE IN THAILAND
The speed of new product development (NPD) has become increasingly significant for many organizations for the enhancement of the performance of new products because NPD manages all the aspects of performance with fast-changing conditions of business. Though, the main objective of this research paper is to investigate the impact of customer participation (CP) on the performance of new drug development of the pharmaceutical sector of Thailand. The mediating role of new drug development (NDD) speed and learning demand were also been identified in the study to check the further performance of new drug development. The results of this research paper indicate that organizations that involve customers and collaborate with consumers during the development of products ay significant levels are mainly able to enhance the performance of products. Furthermore, the results of this research study also indicate that new drug development speed can positively mediate the relationship between CP and NDD performance. The results also revealed that CP in the development process of products allows organizations to better manage the performance of products mainly by improving the speed of product development. A significant implication of the research is the evaluation of additional mediating variables regarding CP and its effects on the performance of products.
Customer participation, new drug development speed, learning demand, new drug development performance