Effective Factors of the Successful Launch Process Model of Innovative Fast-moving Consumer Goods in Iran’s Dairy Industry Using the ISM Approach

The importance of innovation in today's fast-paced and changing world is not hidden from anyone. Today, almost all the countries of the world are seeking to encourage and develop creativity and innovation as one of the main advantages for the survival of companies in order to increase productivity and improve the economic situation. One of the industries in which providing innovative products is one of the requirements of resilience in a competitive environment is the fast-moving products industry. The purpose of this research is the effective factors of the process model of the successful launch of innovative fast food products in Iran's dairy industry. Using the purposeful sampling approach, a total of ten people were selected as participants in the research. Using the quantitative-interpretive structural modeling approach, the effective factors model has been presented. The results showed need-oriented product development, market segmentation strategy, positioning strategy based on differentiation, competitive conditions, gaining competitive advantage, managing the organization from the lower and effective levels and creating value, increasing customer satisfaction, increasing market share, increasing customer loyalty. Improving the image of the company, economic analysis of the product have been influential variables.