Fuzzy analytical hierarchy process in new product screening
نویسندگان
چکیده
Recently, Calantone, Di Benedetto, and Schmidt [2] presented an Analytic Hierarchy Process (Am) modeling approach to new product screening. The illustration of this approach is an example of a decision support model that seeks to aid managers in selecting new product ideas to pursue. In this paper we improve upon this initial AHP model using a "fuzzy" mathematical application. This use of fuzzy math augments the AHP model by providing the ability to cope with the ambiguity and vagueness that can be inherent within the judgments underlying the analytic hierarchy process. The addition of a Fuzzy structure to the standard AHP model provides a clearer decision framework while greatly enhancing the efficiency of the screening process. An empirical example that illustrates the application and benefits of the "fuzzy" mathematical approach is provided.
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