“…For a long time, new product development has been considered as an essential element for organizational competitiveness and success. Product development also plays a critical role in the survival and success of manufacturing enterprises, and many researchers have improved their cognition of the need to manage it strategically (Ayağ & Özdemir, 2009;Brown & Eisenhardt, 1995;Chesbrough & Teece, 2002;Griffin & Hauser, 1996;Krishnan & Ulrich, 2001;Motlagh, Ramli, Motlagh, Tang, & Ismail, 2010). However, truly effective product development remains difficult (Lee & Santiago, 2008).…”