Teklegiorgis Assefa (PhD)Hanan Oumer2025-08-112025-08-112024-10https://etd.aau.edu.et/handle/123456789/6313Despite the fact that creating new goods or services might contribute to the growth of the company, it could also be the trigger that brings the business to an end if the process of product development is not managed properly. Aim of this study is to assess the impact of new product success factors on organizational performance in the case of AHFA PLC. The study employed quantitative research approach, descriptive and explanatory research designs and cross-sectional field survey. Data were collected from the entire target population of 42 management staff cited at different functional levels from various departments, including sales and marketing, quality control, and production, via self-administered structured questionnaire. The collected data were analyzed using SPSS V.21 software, employing both descriptive (i.e., mean and standard deviation) and inferential statistics (i.e., Pearson correlation and multiple linear regression analysis). Findings of the study revealed that even if product quality, design, and marketability have a moderately significant positive relationship with regard to organizational performance, the impact of product design on organizational performance is insignificant while the impact of product quality and marketability is significant. Hence, the case company should take into account the need for developing new products with maintained quality along with a strategy that would make the product appealing to buyers in order to enhance performance and remain competitive in the fast-paced business world. As this study focused on three dimensions with regard to NPD it is recommended to encounter other dimensions in future studies. Keywords: New product, Product quality, Product design, Product marketability, Organizational performanceen-USThesis