New product development (NPD) is becoming an important competitive advantage in the marketing strategies of current businesses. Developing a new product will incur fixed and variable costs, which then determine the product prices. Although this is a fundamental issue of marketing theory and practice, only a few papers on marketing models deal with price levels. The objective of this paper is proposing a model based on fuzzy analytical hierarchy process (AHP) and multi-segment goal programming (MSGP) to help decision makers to select the best pricing strategy for NPD. A case study of NPD under market selection strategy in multiple segment pricing levels for a Taiwan-based Watch Company is presented to illustrate the proposed methodology. The proposed method will guide the product development team to select the best market strategy by taking into account the price level and product/market segmentation. (C) 2011 Elsevier Ltd. All rights reserved.
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Univ Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, AlgeriaUniv Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, Algeria
Hocine, Amine
Kouaissah, Noureddine
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Univ Bergamo, Dept Management Econ & Quantitat Methods, Via dei Caniana 2, Bergamo, ItalyUniv Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, Algeria
Kouaissah, Noureddine
Bettahar, Samir
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Univ Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, AlgeriaUniv Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, Algeria
Bettahar, Samir
Benbouziane, Mohamed
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Univ Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, AlgeriaUniv Tlemcen, Fac Econ & Management, 22 Rue Abi Ayed Abdelkrim Fg Pasteur BP 119, Tilimsen 13000, Algeria
机构:
School of Public Administration, Fuzhou University, Fuzhou, 350002, China
Department of Manufacturing Engineering and Engineering Management, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong KongSchool of Public Administration, Fuzhou University, Fuzhou, 350002, China
机构:
Fuzhou Univ, Sch Publ Adm, Fuzhou 350002, Peoples R China
City Univ Hong Kong, Dept Mfg Engn & Engn Management, Kowloon, Hong Kong, Peoples R ChinaFuzhou Univ, Sch Publ Adm, Fuzhou 350002, Peoples R China
Wang, Ying-Ming
Chin, Kwai-Sang
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City Univ Hong Kong, Dept Mfg Engn & Engn Management, Kowloon, Hong Kong, Peoples R ChinaFuzhou Univ, Sch Publ Adm, Fuzhou 350002, Peoples R China