Identifying and Ranking new product development critical factors based on marketing strategy case study Esfahan Steel Co.

Goal: Increasing orders and selling products are essential factors in designing all industries' strategy. To improving this factor, researchers have suggested many ways, such as new product development. By succeeding introducing a product, each company would gain better market share. One of the best examples d innovation competition companies is IT where compete for Globally most roles common; however, some change according to market, social, political environment. For successful any industry, marketing team should know their goal society's environment prioritize choose strategy data analysis. Design / Methodology Approach: In paper, initially, critical development (NPD) at Esfahan Steel Co. identified using systematic literature review. Later, by information provided from HR department Steed Co., designed questionnaire asked be filled expertise, suppliers customers. The collected analyzed Technique Order Preference Similarity Ideal Solution (TOPSIS), main parameters affecting NPD identified. Results: study, fifteen extracted ranked TOPSIS method. All divided into five categories: customer behavior, supplier, government social media. results showed that customer’s needs role crucial factor alloy market. Limitations investigation: international sanctions imposed UN USA was intrusive variables affected study results, because variable responder answer. Practical implications: Market one success companies. This could improved. Originality Value: highlighted differences Iran's steel other markets which presented literature.