The purpose of this study is surveying the interactive influence of strategic orientation, culture and NEW PRODUCT DEVELOPMENT capability on NEW PRODUCT DEVELOPMENT performance of companies accepted in Tehran stock exchange. This research is applied In terms of the goal and descriptive-survey in terms of data gathering method. The population of this study consists of companies in the stock exchange. The sampling method is quota stratified random. According to share of each industry, in total, 167 questionnaires were collected from companies. To test the hypotheses, we used structural equation modeling with Lisrel 8. 53. The results showed that strategic orientation, culture and the NEW PRODUCT DEVELOPMENT capability influence on NEW PRODUCTs DEVELOPMENT performance. The impact of strategic orientation is more. NEW PRODUCT DEVELOPMENT capability has the second influence and culture has the third influence on NEW PRODUCT DEVELOPMENT performance. The results also showed that the strategic orientation and NEW PRODUCT DEVELOPMENT capability impact on organizational culture.

In order to achieve a successful NEW PRODUCT, and certainly the successful implementation of a NEW PRODUCT into a company, it is necessary to have a structured and documented approach to NEW PRODUCT DEVELOPMENT (NPD), therefore providing a clear roadmap for the DEVELOPMENT of NEW PRODUCTs. NEW PRODUCT DEVELOPMENT is a multi-stage process. Many different models with a varying number of stages have been proposed in the literature which in this paper are briefing them. This review highlights the NPD Models and process, from concept to consumer, and aim to find the consist gap of different NPD’s models in order for a company to succeed and use NEW PRODUCTs as a source for Competitive advantage.

Customer involvement in NEW PRODUCT DEVELOPMENT enables some companies to identify complex and dynamic environments and adjust themselves with them by receiving information and knowledge from the customers. For an industrial firm to be successful within the market, it is essential to focus on improving the capability of developing NEW PRODUCTs. The purpose of this study is to examining the role of customer involvement in NEW PRODUCT DEVELOPMENT. The conceptual model and the research hypotheses have been determined according to a literature review of this realm. In this study, sampling is judgmental done of managers, suppliers, sellers and customers in Yazd tile industries. The data are collected using a questionnaire, and data analysis serves to evaluate the hypothesis through structural equation modeling (SEM) and the method of Partial Least Squares (PLS). The results reveal that the relationship between customer involvement and NEW PRODUCT DEVELOPMENT is positive and significant. Also, through the hypothesis, this relationship is held corresponding to the mediator variable of NEW PRODUCT performance, which shows that the impact of customer involvement on NEW PRODUCT DEVELOPMENT is positive and significant.

The scope of technologies such as the Internet of Things has caused a large amount of data to be produced by humans and machines. In addition, the DEVELOPMENT of virtual space and Internet users also provides a platform so that the needs and opinions of customers and users of PRODUCTs and services can be easily recorded and exploited. This data is an opportunity to design PRODUCTs, services and systems in a data-oriented manner. The PRODUCT design and DEVELOPMENT period behind the closed doors of the companies' research and DEVELOPMENT unit has ended. Companies must survive in the current turbulent era, take advantage of the knowledge available in the surrounding world, move towards open innovation, and create shared value. The customers and final consumers are the most important part of the value chain of any business, and one of the most important sources of information among them is their preferences and reviews. These resources are generally uploaded and stored on the Internet, online shopping and selling sites, social media, and other similar databases. Accordingly, it will be vital to use the reviews and experiences of customers in the process of developing NEW PRODUCTs. Considering the importance of this issue, this research has used bibliometric and systematic literature review.

Nowadays, factories should exercise and develop adaptability to the competitively dynamic environment of current markets and businesses. Different strategies and systems exist to help factories in a dynamic environment. In this paper, a NEW multi-objective mathematical model was presented by implementing dynamic virtual cellular manufacturing and considering NEW PRODUCT DEVELOPMENT, which enable factories to be successful in their business. This paper follows three objectives: maximizing the total profi ts of the factory in all the periods, the grouping efficacy, and the number of NEW PRODUCTs. Following the linearization of the proposed model, multi-choice goal programming with utility function was used to solve the model. Further, a case study was conducted in the real world to show the effectiveness of the proposed model and, finally, the results showed that the integration of virtual cellular manufacturing with NEW PRODUCT DEVELOPMENT could be helpful for managers and companies and ensure higher efficiency.