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Erschienen in:
2015 | OriginalPaper | Buchkapitel
New Product Evaluation an Application of a Multi-Criteria Decision Making Approach
verfasst von : James W. Beck, Nick Bahmani
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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The Analytical Hierarchy Process (AHP) was used successfully in a new product evaluation case study on a New Jersey food processing company. It led to a clear quantifiable decision to go with one of five proposed products. Briefly, AHP structures any complex, multi-criteria problem hierarchically. Five major criteria (gross margin, capital investment, consumer preference, competition and line capacities) were structured by which potential new products were evaluated by key company personnel. In this manner, it organized intuition and logic into a framework for objective decision making. The model seemed both reliable and efficient given the number of key personnel involved.