Analysis of a New Product Development Strategy Based on a Heuristic Multi-criteria Methodology

  • Fethullah GöçerEmail author
Part of the Studies in Systems, Decision and Control book series (SSDC, volume 279)


In the recent years, there has been a significant attention among researchers and practitioners to new product development (NPD) strategies. The development of a new product also has long been categorized as the key function of companies in an increasingly competitive global market. However, the initiation of a new product is a process involving risk and uncertainty. That is why companies needs to adapt more accurate product development strategies and evaluate the launching of a new product carefully. One way to cope with this risk is to use novel product development strategies. Therefore, this control problem is formulated as a systematic decision process in order to select the more rational candidate to be launched as a new product. Basically in this chapter, the determination of a comparable new product alternatives and the selection of the best one is done through an integrated approach based on a heuristic multi-criteria decision methodology. The Pythagorean Fuzzy sets (PFSs) are used as an objective world environment since its definite advantages in handling vagueness and uncertainty. A significant focus of the chapter is the dependency of decision criteria and to reflect this situation, the Pythagorean Fuzzy based heuristic approach is proposed for the first time as a combination of AHP (Analytic Hierarchy Process) and ARAS (Additive Ratio Assessment). A production system is considered where manufacturing of a new product is performed in a Group Decision Making (GDM) setting. Literature reviewed in this chapter presents the current state of the art and discusses the potential future research trends. Finally, a practical case study is presented to demonstrate the potential of the methodology and validate the outcome.



The author gratefully acknowledges the experts’ valuable contribution, which has been vital for the preparation of this study. This research has received the financial support of the Kahramanmaraş Sütçü İmam University.


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Industrial Engineering DepartmentKahramanmaraş Sütçü İmam UniversityKahramanmaraşTurkey

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