The sustainability of innovative companies in a competitive environment is influenced by New Product Development (NPD) success, nevertheless that often faces many risks. In this study, risks that treat the success of NPD in developing countries, have been investigated and a model based on the Bayesian Belief Networks (BBNs) has been provided. Considering that BBNs offer the possibility of integrating quantitative and qualitative data, therefore, the economic factors are used to provide a more realistic model that by using it more realistic sensitivity analysis can be done.
