The effects of customer focus on new product performance

Purpose – The purpose of this paper is to investigate the relationship between customer focus and new product performance. Design/methodology/approach – Senior management of Malaysian manufacturing firms was the target respondent of this study. Data were collected using mail questionnaire survey approach. Findings – The results revealed that customer focus has a statistically significant association with new product performance; hence, the proposed hypothesis of the study is supported. Practical implications – The outcome of this study provides vital information from Malaysian firms' perspective on the practical relationship of customer focus on new product performance. Originality/value – This paper offers a better understanding for senior management of manufacturing firms to engage with customers in developing a new product.