identified and ranking of effected factor on new product development of steel industry by TOPSIS ( case study Esfahan Steel Co)

Goal:

 Increasing orders and selling products are some of the most important key factors in designing the strategy of all industries. For improving this factor, researchers suggested too many ways; new product development is one of them. Any firm if succeed in designing and introducing a new product, they will have a greater share of the market, best examples of this new product and innovation firm are in IT market, all firm compete for innovation and develop their product. All around the world, some roles are in common, but some of them change according to the market, social, and politic environment. For a successful new product, designing any industrial should know the market environment of their goal society, the priority of their market, and choosing the best strategy according to their data analyzed.

In this paper, firstly identifying key factors in successful NPD at Esfahan steel co, then asking from expertise by using questionnaires, analyzes data collected by TOPSIS methods and at least ranked the main parameter that identified affecting on successful NPD.

shows that Esfahan steel co attention on two different factors is in center of focus; product differentiation and competitor orientation, but another factor that destroyed their efficiency on selling marketing is obeying government resolution; this behavior caused decreasing efficiency on selling market and losing market. If the government wants to be successful in developing their industries, they should let industries find their way and make a decision from their skills and experiences. Suggested For improving their selling share of the market, they focused on product differentiation. Limitation: In this study, access to the important data related to the new product of the company is so hard, because most of the research and development center of the company did not let us access to the data. Practical implications: Market strategy is one of the important key success in all firm, Esfahan Steel co should choose best market strategy for succeed in their industries, this study aim to the firm that choose better market strategy and improve current strategy. Originality / Value: according to results that show in this study, the literature of study confirmed but revealed the difference of the Iran steel market to another market.