| Summary: | In the high-technology manufacturing industry, it is realized by manufacturers that product offering can no longer be the only determinant to succeed in the severe environment. The concept of involving customer value into product performance and service delivery is further emphasized to be influential to a company’s success in new product development performance and its competitive advantage. However, in the real world, different perspectives are likely to be held by people from various backgrounds in an organization.
Therefore, this dissertation aims to understand the different perceptions possessed by sales and engineering personnel in a global electronic component manufacturer regarding key factors which may facilitate or inhibit a firm from pursuing its product performance and company’s performance.
This research is based on analysis of literatures and empirical data collected through qualitative interview approach. Findings reveal several key themes pertaining to employees perceptions of the importance of “value co-creation with customer”, “interdepartmental coordination,” and “organizational learning” to facilitate a company to reach its new product development performance and competitive advantage.
Finally, conclusions are provided and suggestions are proposed to managers in the aspect of how to help the company to enhance its new product development performance and achieve competitive advantage.
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