A fuzzy group decision making approach to new product concept screening at the fuzzy front end
A fuzzy group decision making approach to new product concept screening at the fuzzy front end
复制标题
模糊前端新产品概念筛选的模糊群决策方法
DOI：
10.1080/00207543.2014.986297
复制
发表时间：
2015
影响因子：
9.2
通讯作者：
Tieju Ma
中科院分区：
文献类型：
--
作者：
Hong-Bin Yan;Tieju Ma
有效的新产品概念筛选在新产品开发中起着重要的作用。由于新产品开发中固有的复杂性、不完全性和模糊性，模糊方法被广泛地发展和应用于新产品概念筛选。由于团队成员的多样性和高层管理者的偏好等群体行为，新产品概念筛选是一个典型的群体决策问题。此外，通常更有效的是在门团队中进行筛选评估，并由高级管理人员在门团队之外做出筛选决定。因此，有必要提供一个具有高度灵活性和可信度的结果，以便更好地支持高级管理层在新产品开发中做出筛选决策。现有的模糊方法忽略了这两个问题。为此，提出了一种三阶段模糊群决策方法，以协助高级管理人员进行新产品概念筛选。一个案例研究是从文献中借来的，以说明我们提出的方法。我们的方法进行了比较，从理论和实证的角度与现有的两种技术。研究结果表明，该方法能够捕捉群体行为，并给出相对真实的信息量结果，为高层管理者在新产品概念筛选中提供了高度的灵活性和可信度。
Efficient new product concept screening plays an important role in new product development (NPD). Due to the inherent complexity, incompleteness and ambiguity in NPD, fuzzy approaches have been widely developed and used for new product concept screening. Because of the group behaviours (diversity of gate-team members and senior management’s preference), the new product concept screening is typical group decision-making problem. Moreover, it is usually more efficient to conduct the screening evaluation in a gate-team and make a screening decision outside the gate-team by senior management. Therefore, it is necessary to provide a result with a high degree of flexibility and credibility so as to better support the senior management to make a screening decision in NPD. Existing fuzzy approaches neglect these two issues. Towards this end, a three-stage fuzzy group decision-making approach is proposed to assist the senior management perform new product concept screening. A case study is borrowed from the literature to illustrate our proposed approach. Our approach is compared with two existing techniques from theoretical and empirical perspectives. The results show that the proposed approach can capture the group behaviours and present a relatively realistic and informative result which gives the senior management a high degree of flexibility and credibility in new product concept screening.