Authors
Abstract
New product development is a modern approach to deal with environmental changes where an introduction to enter the competitive atmosphere is a challenging condition. By realizing the critical aspects of success of the new product and selecting a compatible model of variables in these aspects, companies may create a unique context for developing the product; but whether in terms of the multiplicity of the decision-making choices or the inherent conflicts of the response atmosphere’s variables, the complexities of the current world have caused disruption and inefficiency in the field of optimal selection and decision making. The aim of this study is to identify the critical aspects of development of the new product in the Sedan automobile class and to offer a morphological model of that by investigating the ideas and comments of the experts and scholars. Morphological analysis is one of the newest tools for soft operations research that in a complex and pluralistic situation can build problem Structure and provide solutions. The result of this research showed shamrock teams, consulting and co-management, and lean product development approach have the highest compatibility with other dimensions of product development. This research presents three consistent adaptations as solutions to the lean product development strategy and one consistent adaptation as a solution to the agile strategy.
Keywords
[1] Chen, Y. (2012). The empirical analysis model on critical success factors for emergency management engineering information system. Systems Engineering Procedia, 5, 234-239.
[2] Seyed Hoseyni, S.M.; Iranban, S.J. (2004), The New Product Development Strategy, Approaches and Findings, Journal of Management Knowledge, 12(64), 81-105.
[3] Cooper, R. G. (1999). The invisible success factors in product innovation. Journal of product innovation management, 16(2), 115-133.
[4] Kotler (2004). Marketing Management: Analysis, Planning, Implementation & Control, 11th Ed. Englewood Cliffs: Prentice-Hall.
[5] Jafari Khanshir, S.; Radfar, R.; Hosnavi, R.; Azar Afzar, R. (2012). Identifying and Prioritizing the Key Factors of Success of New Product Development with the Fuzzy Induction Approach, Quarterly of Industrial Management of Human Sciences University, Islamic Azad University of Sanandaj, 7(21), 67-81. (In Persian).
[6] Matzler, K., & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment. Technovation, 18(1), 25-38.
[7] Lagrosen, S. (2005). Customer involvement in new product development: A relationship marketing perspective. European Journal of Innovation Management, 8(4), 424-436.
[8] Kottler, Philip. (2016). Forozandeh, Bahman. “Marketing essentials”, Atropad, 6th Ed.
[9] Smith, A., Sparks, L., Hart, S., & Tzokas, N. (2004). Delivering customer loyalty schemes in retailing: exploring the employee dimension. International Journal of Retail & Distribution Management, 32(4), 190-204.
[10] Sarmad Saeidi, S.; Mamqani, A.R. (2009), Identifying and Ranking the Key Factors Influencing the New Product Development in Saipa Automotive Group with AHP Technique, Journal of Industrial Managemnet Studies, 4(20), 167-194.
[11] Yoon, B., & Park, Y. (2005). A systematic approach for identifying technology opportunities: Keyword-based morphology analysis. Technological Forecasting and Social Change, 72(2), 145-160.
[12] Mu, J., Peng, G., & Tan, Y. (2009). New product development in Chinese SMEs: Key success factors from a managerial perspective. International Journal of Emerging Markets, 2(2), 123-143.
[13] Im, K., & Cho, H. (2013). A systematic approach for developing a new business model using morphological analysis and integrated fuzzy approach. Expert Systems with Applications, 40(11), 4463-4477.
[14] Meygoun Pouri, M.R.; Moshtaq Deylami, A.; Ebrahimi, S.M. (2014), Management of the New Product Design and Development, Tehran: Amir Kabir University Jahad Daneshgahi publications, the first Ed.
[15] Rafiei Nezhad, D. (2014), Innovation and Product Development and Commercialization, Translated by Mohammad Reza Meygoun Pouri Mohammad Mahdi Basir Pour, Tehran: Amir Kabir University Jahad Daneshgahi publications, the first Ed.
[16] Rajab Zadeh Qotri, A.; Moezzi, F. (2014), New Product Development Models, Tehran: Saffar publication, the first Ed.
[17] Ardakani, S.; Talei Far, R.; Hatami Nasab, S.H.; Mohammadi, F. (2011). Investigating and Ranking the Factors and Components Influencing the Process of New Product Development (the Study of SMEs Managers located in the Food and Drink Industry of Fars Province), Modern Marketing Research, 1(1), 101-126
[18] Maidique, M. A., & Zirger, B. J. (1984). A study of success and failure in product innovation: the case of the US electronics industry. IEEE Transactions on engineering management, (4), 192-203.
[19] Poolton, J., & Barclay, I. (1998). New product development from past research to future applications. Industrial Marketing Management, 27(3), 197-212.
[20] Cooper, R. G., & Kleinschmidt, E. J. (2007). Winning businesses in product development: The critical success factors. Research-Technology Management, 50(3), 52-66.
[21] Kazmi, S. A. Z., Naarananoja, M., & Wartsila, J. K. (2016). Integrating Strategic Thinking and Transformational Leadership for NPD Idea Support Process. Procedia-Social and Behavioral Sciences, 229, 387-397. (In Persian).
[22] Chaudhuri, A., & Boer, H. (2016). The impact of product-process complexity and new product development order winners on new product development performance: The mediating role of collaborative competence. Journal of Engineering and Technology Management, 42, 65-80.
[23] Pemartín, M., & Rodríguez-Escudero, A. I. (2017). NPD collaboration in an asymmetrical investment context: A relational view. Journal of Engineering and Technology Management, 45, 1-17.
[24] Talebi, K.; Salimi Torkamani, M.; Zare, H. (2011), Identifying and Ranking the Fundamental Success Factors in New Product Development in Small and Medium Businesses in Science and Technology Parks of Tehran, Quarterly of Modern Economy and Commerce, 19(2), 83-100. (In Persian).
[25] Ali Ahmadi, A.R.; Fekri, R.; Fathian, M. (2009). Determining the Factors Influencing Agility of the Process of New Product Development through Using the Basic Components Analysis Approach (Case Study: Iranian Manufacturing Industries). Tomorrow Management, 17(21), 34-43. (In Persian).
[26] Lester, D. H. (1998). Critical success factors for new product development. Research-Technology Management, 41(1), 36-43.
[27] Farzaneh, M. (2014). Modeling Success of Software Analysis in Agile Methodology and Maintenance Phase from the Software Analysts' Perspective. The Modares Journal of Management Researches in Iran, 18(2), 149-181. (In Persian).
[28] Kan’ani, A.; Meygoun Pouri, M.R. (2014). Identifying and Ranking the Factors Influencing the Process of Systematic Technology in New Product Development in the Entrepreneur Active Companies in the Food Biotechnology Field, Quarterly of Entrepreneurship Development, 7(2), 487-507.
[29] Fritz, M., & Schiefer, G. (2008). Food chain management for sustainable food system development: a European research agenda. Agribusiness, 24(4), 440-452.
[30] Naranjo Valencia, J. C., Sanz Valle, R., & Jiménez Jiménez, D. (2010). Organizational culture as determinant of product innovation. European Journal of Innovation Management, 13(4), 466-480.
[31] Kandemir, D., Calantone, R., & Garcia, R. (2006). An exploration of organizational factors in new product development success. Journal of Business & Industrial Marketing, 21(5), 300-310.
[32] Khasm Afkan Nezam, M.H.; Atafar, A.; Nasr Esfahani, A.; Shahin, A. (2014), Intellectual Capital, the Capability of Organizational Learning and Effectiveness of the Performance of New Product Development in Car Industry, Public Management Studies, 7(25), 57-74.
[33] Tushman, M. L. (2007). Special boundary roles in the innovation process. Administrative science quarterly, 587-605.
[34] Sharma, B. N. (2007). Determinants of New Consumer Product Success or Failure in Nepal. Journal of Nepalese Business Studies, 3(1), 70-77.
[35] Abbey, A., & Dickson, J. W. (1983). R&D work climate and innovation in semiconductors. Academy of Management Journal, 26(2), 362-368.
[36] Jantunen, A. (2005). Knowledge-processing capabilities and innovative performance: an empirical study. European Journal of Innovation Management, 8(3), 336-349
[37] Hossinzadeh, M., Mehregan, M. (2016). Designing a Multi-Methodology Framework for Operations Research using Social Network Analysis. Modern Researches in Decision Making, 1(1), 1-26. (In Persian).
[38] Azar, A.; Khosravani, F.; Jalali, R. (2013), Soft Operational Research (Problem Structuring Approaches), Tehran: Industrial Management Organization, the first edition. (In Persian).
[39] Ritchey, T. (2011). Wicked problems–social messes: Decision support modelling with morphological analysis (Vol. 17). Springer Science & Business Media.
[40] Ritchey, T. (1998). General Morphological Analysis. In 16th euro conference on operational analysis.
[41] Hoseyn Zadeh, M.; Mehregan, M.R.; Amiri, M. (2013), Designing a Framework for Using the Multiple Methodology in Operational Research by Means of the General Morphological Analysis Approach, Industrial Management Perspective, 3(11), 63-88.
[42] Sholeh, M., Ghasemi, A., & Shahbazi, M. (2018). A new systematic approach in new product development through integration of general morphological analysis and IPA. Decision Science Letters, 7(2), 181-196.
)