NEW PRODUCT IDEAS SCREENING DECISION WITH APPROXIMATE EVALUATIONS: OPTIMIZATION APPROACH

K. Smimou, S. K. Bhatt and D. W Dahl
Additional contact information
K. Smimou: University of Lethbridge
S. K. Bhatt: bUniversity of Manitoba
D. W Dahl: University of British Columbia

Fuzzy Economic Review, 2005, vol. X, issue 2, 45-60

Abstract: Calantone, Di Benedetto and Schmidt (1999) presented an Analytic Hierarchy Process (AHP) modeling approach to new product screening. The illustration of this approach is an example of a decision support model that seeks to aid managers in selecting new product ideas to pursue. In this paper we improve upon this initial AHP mode using a fuzzy optimization approach. This use of fuzzy math augments the AHP model by providing the ability to cope with the ambiguity ad vagueness that can be inherent within the judgments underlying the analytic hierarchy process. The addition of a fuzzy structure to the standard AHP model provides a clearer decision framework while greatly enhancing the efficiency of the screening process. An empirical example that illustrates the application and benefits of the “fuzzy” approach is provided

Keywords: AHP; ambiguous judgments; fuzzy analytical hierarchy process; new product and service screening; new product development; fuzzy sets in marketing. (search for similar items in EconPapers)
JEL-codes: G17 (search for similar items in EconPapers)
Date: 2005
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fzy:fuzeco:v:x:y:2005:i:2:p:45-60

Access Statistics for this article

More articles in Fuzzy Economic Review from International Association for Fuzzy-set Management and Economy (SIGEF) Contact information at EDIRC.
Bibliographic data for series maintained by Aurelio Fernandez ( this e-mail address is bad, please contact ).