New product concept selection: an integrated approach using data envelopment analysis (DEA) and conjoint analysis (CA)
New product concept selection: an integrated approach using data envelopment analysis (DEA) and conjoint analysis (CA)
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新产品概念选择：使用数据包络分析（DEA）和联合分析（CA）的综合方法
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
Mira Y. Al
中科院分区：
文献类型：
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作者：
S. Salhieh;Mira Y. Al
新产品概念开发被认为是新产品开发的关键步骤，是决定新产品开发成败的主要因素。本文介绍了一种新的方法来评价和选择的新产品概念的数据包络分析（DEA）和联合分析（CA）。所提出的方法集成了客户感知价值的新产品概念，通过使用CA和使用此感知价值作为衡量新概念的性能。此外，该方法还考虑到公司为使新概念进入市场准备状态而必须承担的开发负担。这种开发负担是通过确定两个主要因素来估计的，即生产负担和销售新产品概念的负担。在DEA中，顾客感知价值和开发负担都被用来评价新产品概念，从而选择最佳产品概念。所提出的方法的适用性说明通过案例研究。
New product concept development is considered to be a critical step and the main determinant for the success or failure of new product development. This paper introduces a new methodology for the evaluation and selection of new product concepts using Data Envelopment Analysis (DEA) and Conjoint Analysis (CA). The proposed methodology integrates customer perceived value of the new product concepts through the use of CA and uses this perceived value as a measure for the new concepts’ performance. In addition, the methodology takes into account the development burden that a company has to perform to bring the new concept into a state of market readiness. This development burden is estimated by determining two main factors, namely the burden to produce and the burden to sell the new product concept. The customer perceived value and the development burden are both used in DEA to evaluate the new product concepts resulting in the selection of the best product concept. The applicability of the proposed methodology is illustrated through a case study.