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Owing to keen challenges in an evolving market, new product development (NPD) is critical for an enterprise to prosper. To increase the likelihood of having a few successful products, NPD mix is usually selected in practice. Since, a firm has difficulty surviving independently in a high technology industry, flexible strategies to collaborate or to compete with firms within a technology innovation network (TIN) are essential. Therefore, finding an appropriate mix which can lead to a more satisfactory performance for an enterprise inside a TIN is an important issue, which this paper aims to discuss.

A modified‐analytic hierarchy process (AHP) model is proposed to evaluate the NPD mixes. Since, integrated product development is positively associated with efficiency and negatively with innovation, a suitable NPD operation with a mode of knowledge creation needs to be adopted by evaluating the result of the NPD mix.

The proposed model leads to a more satisfactory performance for the firm.

The result from the practical case study is in accord with the theoretical model, since this model keeps a firm operating simultaneously efficiently and innovatively, rather than trade‐off and balanced.