An evaluation model of new product launch strategy

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. (C) 2005 Elsevier Ltd. All rights reserved