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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/72746

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/72746

Title:	An Evaluation Model of New Product Launch Strategy
Authors:	邱奕嘉;Chen, B.S.;Shyu, J.Z.;Tzeng, G.H. Chiu, Y.C.;Chen, B.S.;Shyu, J.Z.;Tzeng, G.H.
Contributors:	科管所
Keywords:	Launch strategy;Product strategy
Date:	2006
Issue Date:	2015-01-09 13:07:30 (UTC+8)
Abstract:	The objective of this article is to develop an empirically based framework for formulating and selecting a product launch strategy. Managers usually face Fuzzy decision scenarios. Traditional decision-making methods fail to satisfy a manager’s need in this regard. Thus, a hierarchical fuzzy multi-criteria decision-making (Fuzzy MCDM) method for evaluating a new product launch strategy is proposed in this study. In order to show the practicality and usefulness of this model, an empirical study of the Taiwan IC industry is demonstrated. The results show that the fast follower strategy is the most applicable.
Relation:	Technovation, 26(11), 1244-1252
Data Type:	article
Appears in Collections:	[企業管理學系] 期刊論文

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