Document Type : Research Paper


1 Industrial Management, faculty of management and accounting, University of Hormozgan, Iran

2 Faculty of management and accounting, University of Hormozgan, Iran


The companies for their growth and survival in competitive domains must develop new products; however, innovation required for this process is a risky and costly enterprise. Most of the scholars have considered the factors leading to success as static and they have not taken into account their dynamic nature. Since the relationships among the influential factors which can lead to the success of developing new products have various dynamics and feedbacks, tools for the identification of dynamics in such systems are among the most useful tools which can be used for investigative purposes in this domain. In the present study, which aimed at identifying and analyzing the dynamics of factors affecting the success of new product development, the key variables for the development of new products were identified based on the theoretical backgrounds and the ideas of experts in the industry and then the causal relationships among them were drawn. Subsequently, the mathematical relationships among these variables were determined based on the existing relationships among them in the literature and as a practical step the intended system was simulated in Nooshin Azar Food Company in the time span of 1384 to 1404. For improving the performance of the companies, policies like increased management support, more investment in research and development and improvement of product development planning were suggested and the results which can be derived by applying these scenarios were simulated as well.


استرمن، جان د، (1387)، پویاییشناسیسیستمتفکرسیستمیومدلسازیبرایجهانپیچیده، میرزایی دریانی، شهرام ، چاپ دوم، انتشارات ترمه، تهران .
سوشیل، ش. (1387)، پویایی هایسیستم:رویکردیکاربردیبرایمسائلمدیریتی، تیموری، ا.؛ نورعلی، ع.؛ ولیزاده، ن.، چاپ اول، انتشارات دانشگاه علم و صنعت ایران، تهران.
شاهین، آرش؛ محمدی شاهیوردی، سمیه؛ محمدی کمال‌آبادی، مسلم علی؛ نوری، عاطفه. (1393). " برآورد ارزش چرخه عمر مشتری برای اولویت‌بندی استراتژی‌های توسعه یک محصول جدید بر مبنای مدل هوانگ و مدل کانو"، مدیریت زنجیره تأمین، سال شانزدهم، شماره 45، ص 34-41.
Chan, S. L., & Ip, W. H. (2011). “A dynamic decision support system to predict the value of customer for new product development”, Decision Support Systems, 52(1), 178-188.
Feng, Y. (2012). “System dynamics modeling for supply chain information sharing”, Physics Procedia, 25, 1463-1469.
Ford, D. N., & Sterman, J. D. (1998). “Dynamic modeling of product development processes”, System Dynamics Review, 14(1), 31-68.
Gonzalez-Zapatero, C., Gonzalez-Benito, J., Lannelongue G., (2017), “Understanding how the functional integration of purchasing and marketing accelerates new product development”, International Journal of Production Economics 193, 770–780.
 Kachouie, R., & Sedighadeli, S. (2015). “New Product Development Success Factors in Prospector Organisations; Mixed Method Approach”, International Journal of Innovation Management, 19(4), 1550040.
Kam Sing Wong, S. (2012). “The influences of entrepreneurial orientation on product advantage and new product success”, Journal of Chinese Entrepreneurship, 4(3), 243-262.
Matikainen, M., Terho, H., Matikainen, E., Parvinen, P., & Juppo, A. (2015). “Effective implementation of relationship orientation in new product launches”, Industrial Marketing Management, 45, 35-46.
McNally, R. C., Akdeniz, M. B., & Calantone, R. J. (2011). “New product development processes and new product profitability: Exploring the mediating role of speed to market and product quality”, Journal of Product Innovation Management, 28(s1), 63-77.
Mehrjerdi, Y. Z., & Dehghanbaghi, M. (2013). “A dynamic risk analysis on new product development process”, International Journal of Industrial Engineering Product Researches, 24(1), 17-35.
Rodrigues, L. L., Dharmaraj, N., & Shrinivasa Rao, B. R. (2006). “System dynamics approach for change management in new product development”, Management Research News, 29(8), 512-523.
Roy, S., Modak, N., K Dan, P., (2017), “Product quality as factors and measures for new product development success in Indian manufacturing industries”, 5th International Conference of Materials Processing and Characterization, Materials Today: Proceedings 4, 1385–1393.
Schmidt, J. B., & Calantone, R. J. (2002). “Escalation of commitment during new product development”, Journal of the Academy of Marketing Science, 30(2), 103-118.
Sjoerdsma, M., & van Weele, A. J. (2015). “Managing supplier relationships in a new product development context”, Journal of Purchasing and Supply Management, 21(3), 192-203.
Suwannaporn, P., & Speece, M. W. (2010). “Assessing new product development success factors in the Thai food industry”, British Food Journal, 112(4), 364-386.
Talebi, K., & Kachoui, R. (1391). “Identifying key management factors in the success of new product development projects in small and medium businesses Country”, Quarterly Journal of Economics and modern business, numbers 23 and 24. 49-66. (In Persian) 
Wu, D. D., Kefan, X., Hua, L., Shi, Z., & Olson, D. L. (2010). “Modeling technological innovation risks of an entrepreneurial team using system dynamics: an agent-based perspective”, Technological Forecasting and Social Change, 77(6), 857-869.
Zhang, J., Jiang, Y., & Zhu, M. (2015). “Perceived environmental turbulence, strategic orientations and new product success: A comparative study of SMEs and large manufacturing exporters”, Journal of Advances in Management Research, 12(1), 43-54.