طراحی و انتخاب طرح بهینه از دیدگاه ریسک‌های موجود در توسعۀ محصول جدید

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد گروه مدیریت صنعتی، دانشگاه تربیت مدرس، تهران، ایران

2 استادیار گروه مدیریت سیستم و بهره‌وری، دانشگاه صنعتی مالک اشتر، تهران، ایران

3 کارشناس‎ارشد مدیریت صنعتی، دانشگاه تربیت مدرس، تهران، ایران

چکیده

توسعۀ محصول جدید یکی از عوامل کلیدی برای کسب مزیت رقابتی و تداوم رشد شرکت‌هاست؛ اما این کار فرایند مخاطره‎آمیزی است که باید برای دستیابی به موفقیت در آن، ریسک‎های موجود به‎طور اثربخش مدیریت شوند. با توجه به اهمیت این نوع پروژه‌ها، در پژوهش حاضر تلاش می‎شود با مدیریت مؤثر ریسک در مرحلۀ طراحی مفهومی محصولات جدید، احتمال موفقیت آنها بیشتر شود. بدین منظور، نخست مدلی جدید و معیارهایی برای اندازه‎گیری ریسک‎های مرتبط با متغیر‌های طراحی ارائه شده است. در این مدل با درنظرگرفتن اثر متقابل ریسک‏‌ها بر پیامد‌های رخداد یکدیگر و همچنین ریسک‌های مرتبط با متغیرهای پیوستۀ طراحی در فرایند محاسبۀ میزان ریسک طرح محصول، دقت محاسبات افزایش یافت. این مدل خود جزئی از مدل چند‌هدفه‎ای با سه تابع هدف ریسک، اثربخشی کلی طرح و هزینۀ طرح محصول است تا تصمیم گیرندگان بتوانند با توجه به سطح ریسک‌پذیری و بودجه، طرحی را انتخاب کنند که بیشترین اثربخشی را داشته باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Designing and selecting the optimal design in terms of risks in new product development

نویسندگان [English]

  • Adel Azar 1
  • Jafar Ghaidar kheljani 2
  • Seyyed Mojtaba Hashemi Majoumerd 3
1
2
3
چکیده [English]

New Product Development (NPD) is one of the key factors for achieving competitive advantage and maintaining firm growth. Therefore, given the importance of this type of projects, this paper is an endeavor to make these projects more successful by effectively managing their risks in the conceptual design phase of new product development. For this purpose, a multi-objective model, with three objective functions, including risk, overall effectiveness of the design and cost, has been developed in this study. Among the innovations and features of this model, one can refer to its considering the mutual effect of risks to the outcomes of one another, as well as its taking into consideration the risks associated with the continuous design variables in calculating the risk measure of product design, which will ultimately lead to an increase in the accuracy of risk measure calculation for each product design.

کلیدواژه‌ها [English]

  • New product development
  • risk
  • Effectiveness
  • Multi-objective optimization
  • NSGA-II
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