ارائه رويكردي جديد در انتخاب و توسعه محصول با استفاده از تئوري مطلوبيت

The rapid growth of technology, increasing risk appetite, together with the variation competitors and customers increasingly demand, has caused the development of new products and services, becomes as an undeniable principle in the trade. The requirement to produce a new product selection is based on quantitative and qualitative indicators that are sometimes contradictory. In this paper,first, new product indicators ratings by the experts, then by using UTASTAR technique, the total value of the utility function is calculated. Utility function calculated, will help managers to select or develop new products, which in the future may act to produce it.