Project and Quality-standard Selection Model with Prestige Creation for New Product Development

具有創造新產品名聲能力之專案與品質等級評選模式

張正昌(Cheng-Chang Chang) ； 徐文傑(Wen-Chieh Hsu) ； 陳珠龍(Ju-Long Chen)

《管理與系統》 20卷2期 (2013/04) Pp. 385-405

摘要

持續性的進行新產品研發是企業維持競爭優勢的重要策略。本文針對新產品研發議題提出一個新的0-1混合整數規劃專案評選模型。此模型考慮新產品研發計畫可區分成多重類別。每一研發類別係指一特定現有產品的重新設計或性能的提升計畫，而各類別中另包含幾項研發專案，每項專案係指該產品中某一特定子系統的重新設計或性能的升級。再者，本文假設每項研發專案具有多重品質/技術等級可供研發的選擇，而且對一特定品質/技術等級而言，僅有一項資源配置的方案能達到其要求的標準。此外，本文假設新產品的市占率取決於現有產品的品牌名聲，以及新產品的各子系統品質/技術等級。而消費者對某公司品牌名聲評價則與該公司現有產品的市占率有關。根據上述，我們建構了一個專案與品質等級的評選模型，藉以找出最佳的新產品各子系統的品質等級組合及其執行排程，以極大化消費者對新產品的品牌名聲評價，進而極大化化長期平均利潤。

關鍵字

新產品開發 ； 專案選擇 ； 品質等級選擇 ； 品牌名聲

並列摘要

One of the ways by which a firm maintains an advantage over its rivals is by continually developing new products. This requires a new product development strategy at the core of its business efforts. What this paper presents is a mathematical model-an alternative 0-1 mixed integer programming model-for selecting projects for new product development (NPD). Such a model considers the situation in which each NPD program can be placed as multiple categories. Each R&D category would refer to a creative project to redesign or upgrade a specific product. A category would involve several projects, each project addressing the redesign or promotion of a specific subsystem of the production process. Each project, moreover, would have a list of quality/technology standards to select from with only single resource-allocation proposals available for realizing a specific quality-standard. It is assumed that the market share of a new product depends on brand-prestige and the portfolio of quality-standards; the brand-image judgment of a consumer would depend on the market share of products offered in a current period. This study proposes a project and quality-standard selection model for finding an optimal portfolio of quality-standard new products and a schedule for maximizing the expected brand-image judgment of consumers. The aim is to achieve long-run average profitability.

並列關鍵字

New Product Development ； Project Selection ； Quality-standard Selection ； Brand Prestige

參考文獻

Asher, D. I.(1962).A Linear Programming Model for the Allocation of R&D Efforts.IEEE Transactions on Engineering Management.9(4),154-157.

Brown, S. L.,Eisenhardt, K. M.(1995).Product Development: Past Research, Present Findings, and Future Directions.The Academy of Management Review.20(2),343-378.

Baker, N.,Freeland, J.(1975).Recent Advances in R&D Benefit Measurement and Project Selection Methods.Management Science.21(10),1164-1175.

Chang, C. C.,Chen, R. S.(2007).Theory of Project Advancement and Its Applications: A Case on Multi-Air-Route Quality Budget Allocation.Journal of the Operational Research Society.58(8),1008-1020.

Clark, K. B.,Fujimoto, T.(1991).Product Development Performance: Strategy, Organization, and to avoid compromises that unduly sacrifice the Management in the World Auto Industry.Boston:Business School Press.