Prioritizing and Analyzing the Interaction Among Factors Effective on the Success of New Product Development projects by ISM and DEMATEL

The design، production and presentation of new products is inevitable for manufacturing companies who wish to linger in the competitive market and continue to grow and develop. On the other hand، New Product Development (NPD) is a complex process and its success depends on many factors. The purpose of this research is to recognize، prioritize and analyze the cause and effect relationship among these factors. In this study، nine factors referred to by many scholars have been analyzed. Twelve academic and industry experts have been surveyed and their opinions have been gathered. In order to prioritize the factors، the Interpretive Structural Modeling (ISM) and to analyze the cause and effect relationship among them، the DEMATEL method has been used. In this study، factors such as «Organizational and Top Management Support»، «Technological Proficiency» and «Rewarding team members» have been recognized as driver factors (causes) and «NPD Strategies»، «Innovation Orientation» and «NPD Process» have been recognized as dependent factors (effects).