A Model for New Product Development in Business Companies Based on Grounded Theory Approach and Fuzzy Method

Mahyar Nezhadkian; Seyed Mohammadtaghi Azimi; Andrea Ferro; Amir Hossein Nafei

doi:10.47852/bonviewJCCE2202260

Authors

Mahyar Nezhadkian Department of Management, Payam Noor University, Iran
Seyed Mohammadtaghi Azimi Department of Civil Engineering, Guangzhou University, China
Andrea Ferro Department of Science, University of Padova, Italy https://orcid.org/0000-0002-3271-9322
Amir Hossein Nafei Department of Industrial Engineering and Management, National Taipei University of Technology, Taiwan, China https://orcid.org/0000-0002-1795-1123

DOI:

https://doi.org/10.47852/bonviewJCCE2202260

Keywords:

new product development, business companies, grounded theory approach, fuzzy method

Abstract

This study aims to provide a model for new product development in business companies with a grounded theory approach and Fuzzy method. The present study was performed in the framework of a qualitative approach using the grounded theory method, and the required data were collected using in-depth interviews with experts. The study experts included university professors in marketing and senior executives in Beijing. The systematic method has three main stages such as open, axial, and selective coding. The obtained results demonstrate qualitative and technical improvement as the fundamental subject, brand and customer as the reason conditions, companies' marketing activities as the strategy, rules transparency and existing standards as the ruling context, managerial–promotional activities as the interfering factors, and new product and trust-building as the consequences in the paradigm model.

Received: 24 May 2022 | Revised: 4 July 2022 | Accepted: 11 July 2022

Conflicts of Interest

The authors declare that they have no conflicts of interest to this work.