Ranking the success factors of NPD with a WCM approach (Case study: Active companies in the food industry)

In today’s world, increasing demand changes, intense competition, shortening the product life cycle, and on the other hand, the movement of manufacturing towards globalization has forced organizations and companies to develop new products globally. Therefore, the purpose of the present study was to rank the success factors of NPD with a WCM approach in Iran. In the first part of the research, 14 interviews were conducted with professors, experts, and managers of the food industry. After conducting interviews and collecting data, the codes obtained in different sections were analyzed using the grounded theory. After performing the three open, axial, and selective coding steps, the final model was obtained. In this research, Atlas-ti software has been used to analyze the data. The final model consists of a set of causal conditions, underlying conditions, intervention conditions, main categories, strategies, and finally, the consequences and results of the success of NPD with a WCM approach in the food industry. Each of these conditions and the factors that make up the model has variables and categories that pay attention to them to achieve the ultimate goal of designing a model for the success of NPD with a WCM approach. In the second part of the research, the relationship between the variables was examined using a pairwise comparison questionnaire, and the data were analyzed using the fuzzy BWM method using Lingo software.