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A fuzzy logic-based decision model to satisfy goals for successful product/service introduction |
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| Institution: | 1. Faculty of Computer Science & Information Technology, University of Malaya, Kuala Lumpur, Malaysia;2. Department of Computer Science, Central Washington University, Ellensburg, WA 98926, USA;1. Department of Information Systems, University of Haifa, Israel;2. School of Computing and Information, University of Pittsburgh, United States;1. China Academy of Electronics and Information Technology, National Engineering Laboratory for Public Security Risk Perception and Control by Big Data, Beijing 100041, China;2. Beijing Automatic Control and Equipment Institute, Beijing 100074, China;1. Yahoo Research, Sannyvale, CA, USA;2. Independent Researcher, Barcelona, Spain;3. UniCredit, R&D Dept., Rome, Italy;4. Facebook, London, UK;1. Department of Computer Science, University of Bari, Italy;2. National Agency for the Evaluation of Universities and Research Institutes ANVUR, Italy |
| Abstract: | The Dempster–Shafer theory of evidence is applied to a multiattribute decision-making problem where the decision maker must determine which of several products/services have the best opportunity for success in a competitive marketplace. Multiattribute decisions are generally constrained by the uncertainty inherent in assessing the relative importance of each attribute element that is needed for success and the evaluation of the product/service to be introduced. The relative importance of each attribute element deemed necessary for success is assessed by the decision maker as a goal to be met. The evaluation of each product/service is addressed through expert opinion about the degree to which each element is contained in each product/service. Then the belief and plausibility that a product/service will satisfy the decision maker's goal are calculated. The decision to introduce a product or service depends on the evaluation of the anticipated loss from introduction of a product/service into a competitive market. |
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