Özet:

In today’s business environments, firms, which produce high-tech products, are becoming increasingly focused on new product development projects. Although in the extant literature it is widely accepted that the capabilities of new product developers have significant effects on the performance of product development projects; more, detailed, and particular empirical studies are needed in order to understand thoroughly the role of capabilities on performance. Based on the empathy-attitude-action model, this study investigates the interrelationships among empathy capability, motivation, and performance in new product development projects. For this purpose, based on the analyses conducted on data from 145 product developers -by using structural equation model based on partial least squares (PLS) method-, a positive and significant relationship was found both between empathy and motivation, motivation and performance. Moreover, it was hypothesized that project complexity has a moderator role between empathy capability and motivation, and we found that while product development projects become more complex, empathy increases its impact on intrinsic motivation

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