Today’s highly competitive business world has made the business success of a firm based on its ability to anticipate market opportunities and to capture these opportunities through organizational resources. Presenting successful new products is a way through which organizations could achieve to a favorable market position. The objective of this study is to determine factors impacting new product success. Data were collected from 118 respondents who were working as managers and staffs in marketing, sale and R&D departments of food manufacturers in Isfahan, Iran selected by random sampling method. Structural Equation Model was used to test four proposed hypotheses. Statistical results demonstrated and confirmed the positive impact of innovation, customer orientation, R&D marketing cooperation and competitor orientation on new product success.
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