Antecedent and Outcome of New Product Development in the Leather Industry, Bangkok and Vicinity, Thailand

The purposes of this research were to develop and to
monitor the antecedent factors which directly affected the success
rate of new product development. This was a case study of the leather
industry in Bangkok, Thailand. A total of 350 leather factories were
used as a sample group. The findings revealed that the new product
development model was harmonized with the empirical data at the
acceptable level, the statistic values are: χ2=6.45, df= 7, p-value =
.48856; RMSEA = .000; RMR = .0029; AGFI = .98; GFI = 1.00. The
independent variable that directly influenced the dependent variable
at the highest level was marketing outcome which had a influence
coefficient at 0.32 and the independent variables that indirectly
influenced the dependent variables at the highest level was a clear
organization policy which had a influence coefficient at 0.17,
whereas, all independent variables can predict the model at 48
percent.

• Bundit Pungnirund

• Antecedent
• New Product Development
• Leather Industry.

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