The entire process of bringing a new product to market is known as new product development. It includes a number of phases, from idea generation through commercialization, to bring a new product to market. As a result, this is not a simple task. In this situation, we may use the Internet of Things (IoT) idea to simplify all of these processes and gain greater insights into customer behavior and market performance. The pre-development stages of the new product development (NPD) process, which primarily deal with understanding client needs and creating ideas, have been found to have the most influence. As a result, the front end is where businesses must exert the most effort in order to finish the entire process. However, when we try to analyze this phase, we run into difficulty. It takes time to come up with fresh concepts to meet the needs of customers and to replace an old product with a more marketable alternative. This is a difficult task to complete. As a result, this study demonstrates the areas of NPD that can be enhanced through the use of IoT, as well as the barriers that are preventing IoT implementation in this process. Using ISM methodology, this study analyses the barriers to IoT implementation in NPD, classifies them based on their dependence and driving power, and levels their hierarchy in the Interpretive Structural Modeling (ISM) model. Decision-Making Trial and Evaluation Laboratory (DEMATEL) approach was also used in this work to identify cause-effect components of this complex system.

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