Identifying and Morphological Analysis of Critical Aspects of New Product Development in Automotive Industries

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.