Application of analytical hierarchy process to support selection of difficult-to-quantify characteristics in new product development

Abstract

In most cases, consumers evaluate products based on first impressions. These impressions are subjective, difficult to describe and difficult to handle. Technical specifications are often not considered during the first analysis of a product. In connection with leisure products, e.g. motorcycles, subjective factors have a stronger influence. Therefore, these products are suitable to consider difficult-to-quantify characteristics. Examples of the following approaches are motorcycles. For motorcycles, subjective and difficult-to-quantify characteristics include, for example, the design of the motorcycle, the dynamics of the engine or the perceived quality of the product. The following approach shows how the analytical hierarchy process can support the selection of three different motorcycle chassis. These are analysed based on the directional stability (DS). The DS of a motorcycle is a special example in this evaluation and is analysed in detail. For clarification, additional criteria are considered in the analysis, but not evaluated in detail. The result of the analysis produces a ranking of three different motorcycle chassis in relation to criteria derived from a motorcycle journal. Therefore, different expert opinions are incorporated into the analytical hierarchy process. The analytical hierarchy process helps to identify, structure and evaluate the criteria and the different options to support the decision process.

Marketing-sales-service interface and social media marketing influence on B2B sales process

“…For example, prior literature documents the utility of the AHP approach in marketing decision-making relating to advertising media selection (Kwak et al , 2005). In addition, that utility has been documented in new product development (Steinberg and Woll, 2013); food supply chain (Enyinda and Mbah, 2017); brand management (Hsu and Lin, 2013); and customer experience (Garg et al , 2012).…”