An evaluation model of new product launch strategy

The objective of this article is to develop an empirically based framework for formulating and selecting a product launch strategy. Managers usually face Fuzzy decision scenarios. Traditional decision-making methods fail to satisfy a manager's need in this regard. Thus, a hierarchical fuzzy mul...

Full description

Saved in:
Bibliographic Details
Published inTechnovation Vol. 26; no. 11; pp. 1244 - 1252
Main Authors Chiu, Yi-Chia, Chen, Benson, Shyu, Joseph Z., Tzeng, Gwo-Hshiung
Format Journal Article
LanguageEnglish
Published Amsterdam Elsevier Ltd 01.11.2006
Elsevier Sequoia S.A
Subjects
Decision making
Electronics industry
Fuzzy logic
Launch strategy
Product introduction
Product strategy
Strategic planning
Studies
Taiwan
Launch strategy
Product strategy
Online AccessGet full text

Cover

More Information
Summary:The objective of this article is to develop an empirically based framework for formulating and selecting a product launch strategy. Managers usually face Fuzzy decision scenarios. Traditional decision-making methods fail to satisfy a manager's need in this regard. Thus, a hierarchical fuzzy multi-criteria decision-making (Fuzzy MCDM) method for evaluating a new product launch strategy is proposed in this study. In order to show the practicality and usefulness of this model, an empirical study of the Taiwan IC industry is demonstrated. The results show that the fast follower strategy is the most applicable.
ISSN:0166-4972
1879-2383
DOI:10.1016/j.technovation.2005.09.002