SHAPING THE FUTURE OF MALAYSIA’S AUTOMOTIVE INDUSTRY THROUGH UNIFIED EFFORTS FOR NEW PRODUCT DEVELOPMENT SUCCESS

Authors

DOI:

https://doi.org/10.18623/rvd.v22.n6.3925

Keywords:

New Product Development, IT Capability, NPD Strategy, Top Management Support, Malaysian Automotive Industry

Abstract

The Malaysian automotive industry is undergoing a pivotal transformation driven by technological advancement, global competition, and policy reforms. This study investigates the critical organizational enablers that contribute to New Product Development (NPD) success, specifically Information Technology (IT) Capability, NPD Strategy, NPD Process, and the moderating influence of Top Management Support (TMS). Grounded in the Resource-Based View (RBV) and Contingency Theory, the research integrates technological, strategic, and leadership perspectives to examine how firms can strengthen innovation performance and competitiveness. Using a quantitative approach involving 500 respondents from Tier-1 automotive vendors, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships. The results reveal that IT Capability, NPD Strategy, and NPD Process significantly influence NPD success, while TMS enhances these relationships by fostering a culture of innovation and ensuring strategic alignment. The study contributes theoretically by reinforcing the synergistic interaction between internal resources and external contingencies and offers practical insights for industry leaders seeking to achieve sustainable innovation through digital transformation and leadership commitment. The findings serve as a strategic guide for Malaysia’s automotive sector in navigating the evolving global landscape and realizing its ambition to become a regional hub for advanced automotive development.

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Published

2025-12-10

How to Cite

Yusof, M. S. B. (2025). SHAPING THE FUTURE OF MALAYSIA’S AUTOMOTIVE INDUSTRY THROUGH UNIFIED EFFORTS FOR NEW PRODUCT DEVELOPMENT SUCCESS. Veredas Do Direito, 22(6), e223925. https://doi.org/10.18623/rvd.v22.n6.3925

Issue

Vol. 22 No. 6 (2025): Veredas do Direito, v. 22, n. 6 2025

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