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

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