A Model for Selecting Product Ideas in Fuzzy Front End

Abstract

The most decisive determinant that can create an enterprise's competitive advantage and core strength is the development of new products, and the extraction of the most potential product ideas in the fuzzy front end that can generate significant profits has become the vital concerns of research and development managers. However, the front end of the new product development project is composed of uncertainties, fuzziness, and complexities, which greatly hinder the success of product development and commercialization. This study proposes a rational and effective fuzzy multiple attribute group decision-making approach called product idea screening model for selecting new product ideas in the fuzzy front end, and aims to increase the possibility of successful product launch within limited resources and time pressure, especially, in this dramatic global changing environment.