A Method for Identifying and Ranking the Risks of the New Product Development Process in the Iranian Automotive Industry Using the Method combined ANP-DEMATEL

The rapid growth of technology, increased risk-taking in global markets and the ever-increasing changes in customer needs have put pressure on new product development teams.There are many risks in the process of developing new products in all industries intrinsically. Therefore, understanding, identifying and ranking the risks is of strategic importance for companies. The purpose of this study is identifying and ranking the risks in the process of developing a new product in Iran's automotive industry, based on the literature of research and specialized interviews conducted with experts, the main indicators have been identified. The main risk indicators in the new product development process are (organizational, managerial, financial, manufacturing, marketing, and technical) and related to the phases of new product development. Therefore, these indicators will be ranked in this study. Regarding to the relationship between the criteria and the sub-criteria, the DEMETL technique will be used to identify the relationship model, and based on the network of identified relationships, the network analysis process (ANP) technique has been used for ranking the criteria And Sub-criteria with Super Decision software. The result of these techniques suggests that organizational risk is the most important parameter in risk management of the new product development process and the technical risk is the least important. On the other hand, sub-criterion of incorrect planning of resources has the highest importance and sub-criterion of lack of sufficient communications is the least important in the automotive industry in Iran.