SUMMARY
The development of new products (NPD) is crucial for the existence of companies, source of competitive advantage and determinant of their business success. Several factors, both operational and organizational or even strategic, contribute to the innovation process that supports NPD. The holistic assessment of all these factors as a whole has not been the subject of research leading to the proposal for an integrated and systemic model. In this way, this article aims to propose a comprehensive conceptual model that integrates the strategic, organizational and procedural levels, as well as the set of factors to be taken into account in NPD projects. Based on the literature review, a comprehensive and integrated conceptual model of NPD support (MAIDNP) is deductive-inductive. This model can therefore be a tool for evaluating processes, projects and products, dedicated to companies that innovate, design and develop new products.