مطالب

This study aims to investigate the impact of R&D intensity on operational efficiency and strategic alliances in medium-sized companies. Specifically, it seeks to understand how these variables interact to influence a firm's commitment to research and development activities, ultimately affecting their innovation and market performance. A cross-sectional design was employed, with a sample of 230 participants drawn from medium-sized companies. The sample size was determined using the Morgan and Krejcie table. Data were collected through structured questionnaires assessing R&D intensity, operational efficiency, and strategic alliances. Pearson correlation analysis was conducted to examine the relationships between the dependent variable (R&D intensity) and each independent variable (operational efficiency and strategic alliances). Linear regression analysis was performed to explore the combined effect of the independent variables on R&D intensity. All analyses were conducted using SPSS version 27. Pearson correlation coefficients indicated significant positive relationships between R&D intensity and operational efficiency (r = 0.53, p = 0.001), and between R&D intensity and strategic alliances (r = 0.47, p = 0.002). The regression analysis showed that operational efficiency and strategic alliances together explain 40% of the variance in R&D intensity (R² = 0.40, F(2, 227) = 19.25, p = 0.000). Multivariate regression results confirmed that both operational efficiency (B = 0.07, β = 0.42, p = 0.001) and strategic alliances (B = 1.10, β = 0.35, p = 0.000) are significant predictors of R&D intensity. The study concludes that operational efficiency and strategic alliances significantly enhance R&D intensity in medium-sized companies. These findings suggest that improving operational processes and fostering strategic partnerships are critical for increasing a firm's investment in research and development. The results are consistent with previous research and provide valuable insights for both academia and industry practitioners. Future research should consider longitudinal designs and explore additional variables to further understand these relationships.

The objective of this study is to understand the customer journey in technology product adoption by exploring the experiences and perspectives of individuals who have recently adopted new technology products. This research aims to identify key themes and factors influencing the customer journey from initial awareness to ongoing engagement and retention, providing insights to enhance customer experiences and inform marketing strategies. This qualitative study employed semi-structured interviews with 20 participants selected through purposive sampling to ensure diverse representation. Participants included individuals who had recently adopted technology products within the past six months. Data collection continued until theoretical saturation was reached. The interview transcripts were analyzed using NVivo software, following an inductive approach to identify patterns and themes. The analysis revealed three main themes: Awareness and Decision-Making, First-Time Use and Learning, and Ongoing Engagement and Retention. Initial awareness was driven by advertising, social media, and word-of-mouth, while decision-making was influenced by peer recommendations, brand reputation, and price sensitivity. The first-time use phase highlighted the importance of intuitive design and support resources. Regular updates, community engagement, and product reliability emerged as critical factors in ongoing engagement and retention. Participants valued seamless omnichannel experiences, personalized marketing efforts, and robust support systems. The study underscores the significance of personalized, seamless customer journeys in technology product adoption. Businesses should focus on integrating physical and digital touchpoints, leveraging AI for personalized experiences, and maintaining active user communities to enhance customer satisfaction and loyalty. Addressing cultural nuances in global markets and managing digital signals effectively can further optimize the customer journey. These insights provide valuable guidance for businesses aiming to improve customer experiences and foster long-term engagement in the competitive technology market.