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Inventi Impact - Start-Ups

Articles

  • Inventi:msu/85/14
    ANALYTIC HIERARCHY PROCESS FOR NEW PRODUCT DEVELOPMENT
    Elisa Battistoni, Andrea Fronzetti Colladon, Laura Scarabotti, Massimiliano M Schiraldi

    The success of a New Product Development (NPD) process strongly depends on the deep comprehension of market needs and Analytic Hierarchy Process(AHP)hasbeencommonlyusedtofindweights for customers’ preferences. AHP best practices suggest that lowconsistency respondents should be considered untrustworthy; however, in some NPD cases – such as theonepresentedhere–thisstakecanbeextremelybig. ThispaperdealswiththeusageofAHPmethodologyto define the weights of customer needs connected to the NPDprocessofa typicalimpulsebuyinggood,asnack. The aim of the paper is to analyse in a critical way the opportunity to exclude or include nonconsistent respondentsinmarketanalysis,addressingthefollowing question: should a nonconsistent potential customer be excluded from the analysis due to his inconsistency or should he be included because, after all, he is still a potential consumer? The chosen methodological approach focuses on evaluating the compatibility of weight vectors among different subsets of respondents, filtered according to their consistency level. Results surprisingly show that weights do not significantly changewhennonconsistentrespondentsareexcluded.

    How to Cite this Article
    CC Compliant Citation: Massimiliano M Schiraldi, Analytic Hierarchy Process for New Product Development, Int. J. Eng. Bus. Manag., 2013, Vol. 5, 42:2013, doi: 10.5772/56816 © 2013 Battistoni et al.; licensee InTech. This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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