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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JUNE 2011
VOL 3, NO 2
Effect of Internal and External Mandate on Fast Food NP Process in Pakistan
Industry. A Study of New Product Process of Fast Food Industry in Pakistan
Sumaira Shamoon(Corresponding Author)
MS Scholar, Faculty of Management Sciences, Riphah International University Islamabad
Sukena Sadia
MS Scholar, Faculty of Management Sciences, Riphah International University Islamabad
Saiqa Tehseen
MS Scholar, Faculty of Management Sciences, Riphah International University Islamabad
Abstract
Purpose: To explore the effect of internal and external mandate on the new product development
process in fast food industry of Pakistan. Design/Methodology: The total sample of 40 fast food
outlets was selected to conduct study. All the owners of selected fast food outlets were given
questionnaires for the concern study and results were analyzed through SPSS 17.0. Regression
Analysis, F-Statistics, Correlation Matrix, ANOVA and Cronbach Alpha were run to compute
the values of results. Findings: The results show that there exist positive correlation between the
internal mandate and external mandate with the performance of NP process of fast food industry
in Pakistan. The proposed model explores 57. 4 % variance in performance of NP process.
Future Study: Future study is needed to be done in cultural aspects, communication gap between
the top management and their employees, by improving society combined needs for NP Process,
and by focusing on long term achievements for their successful product. Originality/ Value: The
results of this study may help the fast food new entrants. It provides the internal and external fit
between
Key Words: NP Process, Internal Mandate, External Mandate, Fast Food Industry.
1: Introduction:
According to Prince (2002) the concept of a food worldwide is changing significantly due
to healthy eating habits, weight concerns and time constraints.
Busy schedules and eating pattern change is one of the major causes of transformation in the
overall perception of food (Prince 2002). The only way to make the customer loyal is to respond
to change the preferences of customers by a new product (Jeffery 1998). New Product
development Process is a way to transform the customer preferences into a product (Meybodi,
2003). Henry et al. (1989) and Ramaseshan, Caruana, and Loo (2002) reported that NPD process
provide a reason to an organization to be alive. According to the recommendation of Jeffery
(1998) adoption of NPD process should be in accordance with the changes in market condition.
Several studies have explored different aspects of NPD in different framework. Some studies
show varying aspect of NPD practices and NPD factor consideration from country to country.
Besides there are many research which has considered importance of different factors for NPD
success such as Adis and Razli (2009) explored the impact of environment on NPD in relation
with some other factors like strategic orientation, marketing strategy, market research activities
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