신제품 개발의 성능 향상, 개발기간, 자원 투입 및 가격 결정을 위한 통합 모델
An integrated new product development model for determining performance quality, development time, resources input and price
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초록
신제품 개발에 관한 의사결정은 기업이 제한된 시간적 공간에서 한정된 자원을 효율적으로 활용하여 이익을 창출하기 위한 필수 사안으로 기업의 존속과 성장에 매우 중요한 영향을 미친다. 최근 산업의 글로벌화로 인한 경쟁의 심화와 더불어 고객의 요구와 선호도가 다양해짐에 따라 제품의 수명주기가 점점 짧아지면서 신속하고 통합적인 신제품 개발의 의사결정이 요구되고 있다. 이에 본 연구는 기존 제품의 성능을 향상시키는 제품 개발 환경에서 신제품의 개발 및 판매기간 동안 이익을 극대화하기 위해 기업이 결정해야 하는 필수 요소인 신제품의 가격, 성능의 수준, 개발자원의 투입량 및 개발기간을 동시에 결정하는 통합적인 계량모델을 제시하였다. 모델에 대한 최적해는 Maple과 LINGO를 이용하여 산출하였고 파라미터 민감도 분석 결과를 통해 신제품 개발 상황에서 복합적이고 밀접하게 연관되어 있는 결정변수들에 대한 제품 개발 및 기술경영상에서 필요한 전략적 시사점을 제시하였다.
Abstract
Decision making for new product development (NPD) is essential for a firm to make profits through effective utilization of limited resources in a defined time horizon, thereby considerably affecting the firm's survival and growth in the competitive market. As the competition is more intensified with industry globalization, diversified customers’ needs and preferences, and decreasing product life cycle, an integrated decision making in NPD has become imperative. Therefore, this research investigates the situation where the current product's performance is improved incrementally and develops an integrated analytical model to simultaneously determine important factors in NPD, including the price of a new product, its level of performance, deployment of development resources, and development time in order to maximize profit during the development and sales period. Then we solve optimally the model which involves complex trade-offs among the decision variables, using Maple and LINGO. We perform sensitivity analyses to provide important managerial implications on NPD and management of technology, which can serve as a guideline for the decision making in practice.
참고문헌 (27)
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