A Study on Effective Factors on New Product Development with an Emphasis on Fuzzy Hierarchical Analysis Approach

Abstract

Nowadays the new product and its importance are considered<br />as an essential strategy for staying in business. Though the hi-tech<br />industry has focused on value innovation and improving the quality<br />of the new product development (NPD) process to drive new product<br />performance, new product success has not changed dramatically<br />over the years. This study presents a novel approach based on structural<br />equation modeling (SEM) and fuzzy analytical hierarchy process<br />model (FAHP) to explore how value innovation and quality of new product<br />process affect NPD performance.<br />The survey contained industrial companies which are located in Fars<br />province. The sample contains 98 people who were selected by random<br />cluster sampling. The research was done using descriptive and applied<br />method. Totally, 16 indicators have been collected and were classified<br />in 3 groups of value innovation, quality and NPD performance. Results<br />demonstrate that value innovation directly affects NPD performance<br />and the quality of NPD processes has a nonlinear effect on NPD performance.