“…Product development processes, success and failure factors, and best practices have received much attention in the existing literature (Bhasin, 2012;Sedighadeli and Kachouie, 2019). However, research on PM in new PD is very limited relatively (Beisheim and Stotz, 2013;Cazeri et al, 2019;Driva et al, 2000). Advanced concepts such as lean are now adopted by organizations to ensure market survival, however, PM systems that are in place are outdated (Dybvik et al, 2018).…”