The Impact of Customer Understanding and Market Understanding on Product Development: An Exploratory Analytical Study of the Views of a Sample of Employees at Asia cell Communications

Abstract

The research aims to examine the impact of customer understanding and market understanding on product development in the telecommunications sector. The research problem lies in the difficulty of making appropriate decisions in product development in a way that achieves a sustainable competitive advantage. Asia cell Communications was selected as the field of application for the study, and a random sample of (270) employees was identified, Data were collected using an electronic questionnaire. The sample included different job levels represented by top management directors, branch managers, department heads, division supervisors, and employees. The study adopted a descriptive analytical approach, and several statistical methods were employed, including the arithmetic mean, standard deviation, Cronbach’s Alpha reliability coefficient, Pearson correlation coefficient, and simple linear regression, using the IBM (SPSS.V28) Statistics program to obtain the relevant results. The research reached several findings, the most important of which was the existence of a positive correlation and impact of customer understanding and market understanding on product development. The study also arrived at a number of important conclusions, most notably that the more the management of the investigated company focuses on strengthening the tools of customer understanding and market understanding, the greater their effective role in achieving tangible product development.