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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/74201

    Title: An evaluation model of new product launch strategy
    Authors: Chiu, Yi-Chia;Chen, Benson;Shyu, Joseph Z.;Tzeng, Gwo-Hshiung
    Contributors: 科管智財所
    Keywords: Launch strategy;Product strategy
    Date: 2006
    Issue Date: 2015-03-31 11:33:13 (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
    DOI 連結: http://dx.doi.org/10.1016/j.technovation.2005.09.002
    DOI: 10.1016/j.technovation.2005.09.002
    Appears in Collections:[科技管理與智慧財產研究所] 期刊論文

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