A MCDM APPROACH TO ASSESSING NPD PROBLEMS

Developing new products is an essential strategy tool in achieving a company's comparative advantages and its sustainable development. The problems that may occur during this process may lead to inefficiency and failure in the market, and thus also to poorer organizational performance. Accordingly, recognizing and analyzing NPD problems in a proper way is of exceptional importance for sustaining a company's growth and increasing its profitability. The paper proposes a Multi-Criteria Decision-Making (MCDM) methodology for recognizing and prioritizing the problems that may occur during the process of a New Product Development (NPD). The proposed approach is based on the Analytic Hierarchy Process (AHP) methodology, which enables the assessment of an impact of these problems on the success of the NPD; the AHP method is also integrated with the fuzzy set theory, which is aimed at avoiding the problem of uncertainties and ambiguities. The possibilities of the application of proposed methodology are illustrated in the case of a company manufacturing corrugated paper and special cardboard packaging.