نوع مقاله : مقاله پژوهشی
1 گروه مدیریت بازرگانی،واحدبین المللی خرمشهر-خلیج فارس،دانشگاه آزاد اسلامی،خرمشهر،ایران
2 دانشجوی دکتری بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 دانشجوی دکتری بازاریابی گروه مدیریت بازرگانی واحد رودهن دانشگاه آزاد اسلامی رودهن ایران
عنوان مقاله [English]
Today, organizations use different approaches to increase their performance in the market. Among these approaches, fundamental product innovations are of particular importance. The purpose of this study is the role of product-based innovations in the performance of agricultural equipment companies affiliated with rural cooperatives. This research is a descriptive correlational research and is also an applied research. It is cross-sectional in time, and quantitative in terms of data type. The research tool was a questionnaire that was distributed in person and was used by experts to determine its validity. Structural equation model and LISREL software were used to test the research hypotheses. This research was conducted among 201 managers and experts of companies producing agricultural tools affiliated with rural cooperatives. The results showed that fundamental product innovation has a positive effect on product advantage with path coefficient (0.64) and product unfamiliarity with path coefficient (0.59). Also, the advantage of the new product has a positive effect on the performance of companies with a path coefficient (0.65), but the effect of customer unfamiliarity on the company's performance with a path coefficient (-0.38) was recognized as negative and significant.