Although new product development and its importance for companies as a new approach is accompanied by risks, identification of competitive advantage factors can be helpful for managers in reduction of decision-making risks. The Toos Nirro technical firm is a leading company in meeting the demands of its industry in Iran as it is one of the most effective manufacturing centers in Iran, which is committed to complying with modern standards and taking advantage of the latest scientific achievements and transfer of technology. The statistical population included experts and top managers at the Toos Niroo technical firm. The present study was conducted to identify and rate competitive advantage factors in new product development in the Toos Niroo technical firm. In addition to identification of the factors, they were also rated to reveal which factor ranked the high in new product development. This was an applied research which was carried out by a descriptive survey methodology. Using the Cochran method, a sample of 50 people was adopted and data were collected by questionnaire and analyzed using SPSS software (p < 0.15). Hypotheses were tested with the Kolmogorov-Smirnov and parametric tests. Results indicated that competitive advantage factors including quality, efficiency, innovation, and accountability were positively and significantly related to new product development.

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Nowadays most organizations are looking to find the potentials for creating competitive advantages. The ability to develop new products is among the capability benefits and it's also the central point in contesting for many industries and in fact new products develop more and therefore there is more profits and create a competitive advantage for companies. This assay is to study the relationship between new product and the competitive advantage in chosen food industries of East Azarbayjan Province.The conceptual prototype of this research (relationship between any development in products and competitive advantage dimensions) is prepared based on theoretical and experimental studies and it is followed by a suitable questionnaire to evaluate and measure the variables of study. After the validity and stability was confirmed, the questionnaire was distributed in the statistical sample (Selected food industries managers of Azarbayjan Province) and the selected data was put into the SPSS and LISREL software and those data were analyzed. The statistical data shows that the development of products both (gradual and integral), have a noticeable influence on competitive advantages. Innovation in products with improvement in quality, increase in proficiency, answering the customers and flexibility increase the competitive power of the company and provides a better position in the market for it.