Abstract
This paper aims at analysing various factors driving towards success of new product development (NPD) initiatives in Indian automotive industry. The present research has been carried out in three phases: identification of factors from the literature, survey of Indian automotive industries, and qualitative analysis using interpretive structural modelling (ISM) for studying the interaction among the factors. The knowledge of dominating success factors, and the adoption of such an ISM-based model of success factors for NPD would assist decision makers and practitioners of new product development in focusing their resources on these major factors while undertaking new product ventures at their organisation. The study is carried out for identifying and analysing the critical success factors for NPD in Indian automotive sector.
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