ارائه یک روش جدید برای ارزیابی و انتخاب سبد پروژه های توسعه محصول جدید

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت تولید، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی،

2 استادیار گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی

چکیده

تمایز از طریق توسعه محصول جدید یکی از موثرترین راه ها برای کسب موفقیت است اما با توجه نرخ شکست
این پروژه ها نمیتوان تنها با اتکا به یک پروژه توسعه محصول به موفقیت شرکت امید داشت. بنابراین باید سبدی
از پروژه های توسعه محصول جدید را انتخاب نمود. در این تحقیق با استفاده از مطالعات کتابخانه ای و نظر
سنجی از خبرگان نخست 3۲ معیار برای ارزیابی پروژه های توسعه محصول جدید در حوزه محصولات یکبار
مصرف بهداشتی استخراج گردید. سپس با استفاده از روش فرآیند تحلیل شبکه ای مبتنی بر DEMATEL ،
میزان تاثیرگذاری، تأثیرپذیری و وزن معیار ها بر اساس همبستگی میان آنها محاسبه و با ارزیابی پروژه های
مختلف توسعه محصول جدید توسط روش VIKOR سبد مناسب تشکیل گردید. مدل ترکیبی پیشنهادی قادر
است تعاملات پیچیده و وابستگیهای متقابل میان ابعاد و معیارها را لحاظ نماید تا علاوه بر انتخاب دقیقتر
پروژه ها، با تعیین شدت تاثیرگذاری و تأثیرپذیری عوامل، راهکارهای مناسب برای بهبود عملکرد سبد انتخابی
نیز به مدیران ارائه دهد. نتایج اجرای این مدل نشان داد مهمترین معیارها در انتخاب سبد پروژه های توسعه
محصول، معیارهای بستری برای رشد شرکت و انطباق با استراتژی سازمان می باشد

کلیدواژه‌ها


عنوان مقاله [English]

A New Method for Evaluating and Selecting Portfolio of New Product Development Projects .

نویسندگان [English]

  • Seyyed Mojtaba Hashemi Majoumerd 1
  • Massoud Kassaee 2
چکیده [English]

Differentiation through NPD is one of the most effective ways to achieve success. However, because of the failure rate of these projects, it could not be expected firm’ success due to only one new product development project. Therefore, it should be selected a portfolio of new product development projects. In this research by literature review and interview with experts 20 criteria for evaluating new product development projects in disposable medical product extracted. Then by using analytic network process (ANP) based on DEMATEL method degrees of influences given and received among these criteria and also weights for each criteria based on correlation between them calculated. Finally, by evaluating NPD projects with VIKOR method, best portfolio selected. The proposed model is capable of considering complex interrelationship and interdependency between criteria and dimensions for more accurate project selection as well as providing appreciate solutions to improve selected portfolio performance by measuring these interrelationships between criteria and their effective degree and affected degree. The results show that the most important criteria for selecting portfolio of new product development projects are Platform for firm growth and Business-strategy fit.

کلیدواژه‌ها [English]

  • New Product Development
  • Portfolio
  • DANP
  • VIKOR Method
 
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