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 consideredas an essential strategy for staying in business. Though the hi-techindustry has focused on value innovation and improving the qualityof the new product development (NPD) process to drive new productperformance, new product success has not changed dramaticallyover the years. This study presents a novel approach based on structuralequation modeling (SEM) and fuzzy analytical hierarchy processmodel (FAHP) to explore how value innovation and quality of new productprocess affect NPD performance.The survey contained industrial companies which are located in Farsprovince. The sample contains 98 people who were selected by randomcluster sampling. The research was done using descriptive and appliedmethod. Totally, 16 indicators have been collected and were classifiedin 3 groups of value innovation, quality and NPD performance. Resultsdemonstrate that value innovation directly affects NPD performanceand the quality of NPD processes has a nonlinear effect on NPD performance.