Multiple Criteria Decision Making Technique in New Product Development Management

Abstract

 

Although New Product Development Management (NPDM) is a new successful, challengeable and important strategy in modern companies, understanding the key success factors in this approach is not only helpful, but also productive in reducing managerial decision-making risks. In this paper, after expanding the related literature review, consulting with teachers, administrators and experts on identifying key factors affecting NPD, the researcher provided the basic questionnaire, and then identified key success factors and their indicators in NPD process management. In the next step 20 experts and managers were asked to fill out a questionnaire according to analytical hierarchy process (AHP) approach in which all key factors and their indicators were ranked by Expert Choice software based on Cooper NPD stage-gate model and all gapes between present and ideal conditions with managerial approach were analyzed by utilizing gape comparison test. Findings showed that improving competitive position, reducing managerial and production failure risks and enhancing success of the NPD process in this company would improve NPDM by determination of priorities and identification of the key factors in SAMA.