Identifying and Prioritizing Success Barriers of New Product Development and Studying Mediatory Role of Knowledge Management in Relationship between New Product Development and Competitive Advantage

Current study conducted in 2014 to identify and prioritize success barriers of new product development and study mediatory role of knowledge management in relationship between new product development and competitive advantage in Shiraz small and medium enterprises (SMEs). Statistical population in this study is all of staffs in Shiraz small and medium enterprises (with the least bachelor degree and job experience more than 10 years) which were 950 persons. According to the Morgan's table, statistical sample about 274 persons among 950 persons were chosen using simple random sampling and they have been participated in this study. Durability of the questionnaire was verified using Cronbach's alpha technique and its validity was verified using Apparent Content Validity, Construct Convergent validity and Diagnostic validity techniques (LISREL software). Structural equation modeling and fuzzy AHP techniques were applied to test research's hypotheses and questions. Knowledge management had a significant impact on NDP performance and organization's competitive advantage. Also, mediatory role of NDP performance in the relationship between organization's knowledge management and competitive advantage was significant. Among NPD barriers, lack of commitment and support of senior management, problem to solve new ideas and conceptions based on world class standards, problem of intimate cooperation with the customers and suppliers in the new product development and design process, lack of comprehensive market evaluation, weakness in providing dynamic, interactive and proportional to changes strategies have been allocated the highest ranks.