Sustainable product innovation implementation: A case at Perodua Sdn Bhd

• Main Authors: Jamaludin, Nurfazliyana, Abu, Noor Hidayah
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 2019
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/28488/1/STMLGG%2005%202019%2038-51.pdf; http://repo.uum.edu.my/28488/

Innovation is very important in business, either for large firms and Small and Medium Enterprises (SME) especially in new products development process. Hence, many companies in Malaysia are directly involved with innovation process, especially the automobile industry. Perodua Sdn Bhd already operates for 26 years which has launched various vehicle models starting from Perodua Kancil and latest Perodua Aruz. Perodua makes innovation as the basis for product development. However, based on Malaysia Sales Satisfaction Index 2018, Perodua at the bottom ranks among 10 automotive companies based on that article. Based on customer feedback, at the early stage of operation several weaknesses have been identified in relation to product innovation produced such as design features, relationships with suppliers and safety aspects. Consequently, Perodua has taken drastic steps to improve innovation while enhancing customer satisfaction. In view of that, the main purpose of this study was to explore the innovation activity and sustainable product innovation implementation at Perodua Sdn Bhd. In this study, qualitative method based on interview was implement with Service Manager who has 10 year experience at Putrajaya Presint 14. The results of the study revealed that design, performance, features, safety serviceability and quality tool and technique that have strong relationship to achieve sustainable product innovation implementation. This paper is able to be a guideline especially for automotive company in order to achieve kaizen in their business operation and for the future researcher for the reference.