The Use of Marketing Decision Support Systems for New Product Design: A Review

Abstract

A B S T R A C TProduct design is an important phase of the new product development process and one of the most crucial decisions in marketing. In the latest two decades, a significant number of marketing decision support systems (MDSSs) for automating new product design activities have been reported in the literature and have contributed to the evolution of knowledge in this area. Since the insights on what constitutes the design of new products are constantly evolving, it is unclear whether research on MDSSs for new product design already covers all major aspects of product design. Therefore, the aim of this research is to determine the state of the art on MDSSs for new product design: What aspects of MDSSs for new product design have been addressed until now and which gaps remain to be covered? We performed a systematic literature review of peer-reviewed articles as published between 1998 and 2018 on MDSSs for new product design. To analyze the contributions of the papers we use the Formal Concept Analysis technique. Out of a total of 375 publications, 61 met the inclusion criteria. These publications were classified into different dimensions: MDSS types, decision-making support, distributed decision-making support, and the consideration of both consumer satisfaction and distributed environment. Our findings suggest that desktop and model-driven-based systems are the type of MDSS mostly accepted for new product design. We found that important elements of this decision-making process are seldom considered in MDSSs developed so far. These include distributed decision-making support and consideration of consumer satisfaction. In this way, future developments should consider them so that they be more consistent with the current nature of this process and support it more effectively.

Maximizing the Influence of Innovative Green Product Propagation

“…Theorem 2. Suppose w is an optimal control of AP strategies (8), and E is the solution to the corresponding model [41]. Then, there exists z such that…”

“…Based on the above discussions, Equations ( 2) and ( 10)-( 12) plus z(T) = 0 constitute the optimal system for the AP strategies (8). By using the well-known forward-backward Euler scheme in the optimal system, we get an optimal control of the model, which stands for optimal AP strategies.…”

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The model of decision support system using hybrid method and actual weighting for the study program ranking

“…The model of decision support system using hybrid method and actual weighting for … (M. Miftakul Amin) 2049 knowledge management based system that usually in mathematics model [15], and can be used to support decision taking in certain organization or company [16].…”

Digitális múlt, analóg jövő

“…their research, Figueroa-Perez et al concluded that research tools used in marketing science contribute greatly to increasing the quality of the products created during product development and reduce the risk of market failure of the resulting product (Figueroa-Perez et al, 2019). …”