Employing system dynamic and DEMATEL for improving the new product development time in knowledge-based companies

Abstract

ABSTRACT While prior researches were examined new product development process in general and in developed countries, this study aims to propose some solutions for improving this process time through developing a dynamic model and factors affecting each stage of this process in knowledge-based companies in a developing country. Therefore, a system dynamic model has been built by employing the combination of DEMATEL and dynamic approach to simulate the effect of various factors on the time of the new product development process. After simulating the model, the best scenario across the various scenarios for improving the new product development process time was improving productivity. Based on the preferred scenario, some solutions are provided. By implementing the model and the method used in this research, managers could examine their company’s new product development process time and identify those areas that require improvement to increase their speed of new product development process time. GA