ผลกระทบทางด้านวัฒนธรรมองค์กรต่อการพัฒนาผลิตภัณฑ์ใหม่ในอุตสาหกรรมอาหารของประเทศไทย / เขจร พงษ์ธรรมรักษ์ = Impact of organizational culture on new product development of food industries in Thailand / Kajen Phongthammarug
The purpose of this research is to study the relationship between the cultural factors and the success and failure of the new product development process of food industries in Thailand and compare the result of the research with the outcome of the study in other countries. The cultural dimensions used to compare the results are from hofstede's research such as power distance, individualism-collectivism, masculinity-femininity, uncertainty avoidance, confucian dynamics. The sample groups in this research comprise of the personnel involved in new product research and development and the persons in charge of product development from a total of eight food manufacturing companies in Thailand. The total of 75 respondents consisted of 6 executives and 69 low and middle ranking personnel. The results of the research can be divided into three groups. 1) The cultures of the studied sample groups are in agreement with new product development procedure in implementation stage. There was a relationship between cultural dimension and other factors, such as percent of male employees in the firm, age and level of education. 2) The most influential factor is the pattern working procedure, the top management support, the communication between technical and commercial department, the participation in problem solving decision by the commercial department, the adequate participation in the decision making by people in the project, and the information exchange between the commercial and technical department respectively. 3) The results of cultural index calculation compared with that of Hofstede (1991) research are much differences due to the differences of sample group. The sample groups of hofstede research are from all officers in one company while that of this research are from the new product development department and persons in charge of research and development department from many companies. The results comparing to that of the research conducted in New Zealand indicated that Thailand has much more power distance than New Zealand, this shows the inequality of persons. For uncertainty avoidance and masculinity, both countries has high scores similarty which indicated the preference in pattern working and paying more attention to work. Both countries score low on individualism but New Zealand score lower than Thailand, this shows the preference in working in group. The last dimension is confucian dynamics, Thailand score a little more than New Zealand, this explains the consideration of the future outcomes.