New product development: Evidence from a banking sector

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Abstract

New products and their development are of vital importance to all organizations, in particular, it is of great importance to banks, whose existence depends heavily on the new products they launch on the market. This paper analyzes the development of new products in the most profitable sector of the Kosovar economy — the banking sector. This paper is based on the research of Hasani and Beqaj (2021) and Harz et al. (2022). Therefore, theoretical and empirical evidence enable the elaboration of this topic more easily and better. The statistical methods that were used to derive the results of 37 respondents (bank workers) and 387 respondents (bank clients) are Kaiser–Meyer–Olkin (KMO) and Bartlett’s tests, correlations, and multiple linear regression. The relevance of this research lies in the fact that it has addressed a very current topic that made Kosovar banks very competitive in a dynamic market. The main recommendation of this paper is that Kosovar commercial banks should create an interstructural communication plan that consists of obtaining updated and accurate information about customer preferences.

Keywords: New Product Development, Business, Marketing, Banking Sector, Kosovo

Authors’ individual contribution: Conceptualization — E.H.; Methodology — E.H. and B.B.; Investigation — E.H. and B.B.; Resources — E.H. and B.B.; Writing — E.H. and B.B.; Supervision — E.H. and B.B.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M30, M31, M39

Received: 16.10.2022
Accepted: 27.03.2023
Published online: 29.03.2023

How to cite this paper: Hasani, E., & Beqaj, B. (2023). New product development: Evidence from a banking sector. Corporate & Business Strategy Review, 4(2), 76–82. https://doi.org/10.22495/cbsrv4i2art7