Probing performance evaluation for NPD process by using fuzzy MCDM approach

Due to the rapid changing marketplace, technology, equipment and raw materials, companies pursuit competitiveness by the new product and new product development (NPD) process for the purpose of innovation, high quality, and speed to the market. It is a gradual trend that the product life cycle is becoming shorter. The product manager intends to achieve the highest customer satisfaction, product value and product continuity. Therefore, to evaluate performance of NPD becomes a critical issue on the NPD process selection which is considered in many different uncertain aspects. Thus, this situation can be regarded as a fuzzy multiple criteria decision-making (FMCDM) problem, so the vagueness and uncertainty of subjective perception could be considered. In this paper, the non-additive (called super-additive) fuzzy integral is used to deal with evaluation of fuzzy MCDM problems particularly while there is dependence among the selected criteria. We can evaluate the quality performance of NPD process according to the result of empirical analysis. Consequently, DEMATEL is used to explore the relevance for the selected criteria of NPD process which is used to find the directions of problem-solving. The results of this study will provide NPD project team a guidance to satisfy the customer needs and creative the value of enterprise business.