A Model for New Product Development in Startups with a Digital Entrepreneurship Approach (in Persian)

Purpose: The aim of this study was to present a model for development of new products in innovative companies with a digital entrepreneurship approach. Methodology: This research was applied in nature and was of a qualitative type. We collected the data through semi-structured interviews with eleven entrepreneurs, digitalization specialists, and industry and university experts. Participants were selected using snowball sampling method, based on the principle of theoretical saturation. We analyzed the qualitative data through the content analysis method and coding was performed inductively. The validity of the data was examined using triangulation and the Christiansen angle technique. Findings: The proposed model includes thirteen main variables classified into five groups: 1. risk variables: innovation, entrepreneurship, and competitor analysis; 2. influential variables: fundamentals, ideation and validation, development and optimization; 3. regulating variables: commercialization and marketing, environmental factors, focus on agility, digital leadership, and development of the entrepreneurial ecosystem; 4. secondary leverage variable: user experience; 5. influential variables: scaling, sustainability and digital ecosystem integration. The MICMAC analysis shows the position and relationships between these variables and identifies the role of each group in development of new products. Originality: So far, no research has been conducted in Iran on new product development in startups with a digital entrepreneurship approach. Besides, the importance of innovation in this research is due to the focus on digital entrepreneurship. Recommendations: We recommend that startups consider an integrated and flexible framework to develop a new product with digital entrepreneurship approach. This framework can provide a suitable strategic path for decision-makers and entrepreneurs by focusing on innovation, agility, user experience, risk management, and continuous optimization.