چكيده به لاتين
In recent years, due to the intensity of competition, speed of technology obsolescence and rapid changes in customer demands, new product development has become very important for the success of manufacturing including automotive industries.
Therefore, identifying the key and effective factors in the success of new product development has become the focus of many researchers, each of them with a specific and limited perspectives.
New products are a necessity for today's organizations and companies. Today, most organizations feel the need of optimizing the new product development process and have made great efforts to achieve such a successful process and incur huge costs.
In these organizations, experienced and experimented people are employed and advanced technologies are used, while new product launches may be failed. Due to the changing tastes of consumers as well as developments in competitive and technological conditions, a company cannot and should not rely solely on its own goods or other goods. Customers desire new and more advanced products, and this is what can be said as an advantage for companies as long as this opportunity is used well.
The automobile industry in a country is part of these rules too. if it would be failed to get the opportunity of developing new products, it will be lost domestic customer satisfaction in this competition too.
So this research has been done to identify and compare the key factors of success in a company new product development in automotive industry from technical and customer point of view (saipa Company case study).
In order to determine the indices, the study of the preliminary indices was determined by previous studies and afterwards the experts developed the important indices.
Then, the importance and performance of the indicators were determined using two questionnaires of experts and customers. Finally, the importance-performance matrix, existing and desired status gap were measured and practical suggestions were presented.
