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.