The Relationship between NPD Process and NPD Strategy toward NPD Success in Malaysian Automotive Industry

  • Mohamed Suhaimi Yusof
  • Mohamed Najib Salleh
  • Fadhilah Mohd Zahari


This paper aims to investigate the relationship between NPD process and NPD strategy toward NPD Success. This a qualitative research by nature. A questionnaire derived from previous studies and covered by 34 respondences. The samples will be selected from organizations registered in the Proton's directory, Toyota’s directory, Produa’s directory, Honda’s directory, directory of MATRADE and Malaysian Automotive Institute (MAI). The cronbach’s alpha show value from 0.899 to 0.947. The results shown NPD Process has a relationship with NPD Success but NPD Strategy not has a relationship with NPD Success and need further research.


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How to Cite
YUSOF, Mohamed Suhaimi; SALLEH, Mohamed Najib; MOHD ZAHARI, Fadhilah. The Relationship between NPD Process and NPD Strategy toward NPD Success in Malaysian Automotive Industry. Asian Journal of Research in Business and Management, [S.l.], v. 2, n. 1, p. 11-26, mar. 2020. Available at: <>. Date accessed: 02 july 2022.