عنوان مقاله [English]
The most valuable assets of organizations are the brands of their products and services. And the survival of organizations is in the trend towards new products and services; Therefore, in this regard, the main goal of this research is to investigate the impact and explain the aggressive strategies of developing new home appliance products based on the special value of the brand in Amersan home appliance company. This research is applied in terms of its research objective and based on the method of data collection, it is a descriptive-causal research from the branch of field research (survey). Also, in terms of the type of data, it is a quantitative-qualitative research. The statistical population consists of two samples, the first sample includes 384 customers of Emrsan home appliances company. The second sample included 103 company experts. The data collection tool is a questionnaire. Reviewing and analyzing data and testing questions using SPSS23 and LISREL8.80 statistical software. In order to identify the industry strategy, the SPACE strategic action and situation assessment matrix was used. The results of the data analysis showed that the product development strategy was selected as an aggressive strategy, which has three dimensions of commercialization, marketing and customer orientation strategies. Also, three product development strategies have had a positive and significant impact on brand equity and new product development; The special value of the brand also showed a positive and significant effect on the development of the new product.