A fuzzy logic-based decision model to satisfy goals for successful product/service introduction

The Dempster–Shafer theory of evidence is applied to a multiattribute decision-making problem where the decision maker must determine which of several products/services have the best opportunity for success in a competitive marketplace. Multiattribute decisions are generally constrained by the uncertainty inherent in assessing the relative importance of each attribute element that is needed for success and the evaluation of the product/service to be introduced. The relative importance of each attribute element deemed necessary for success is assessed by the decision maker as a goal to be met. The evaluation of each product/service is addressed through expert opinion about the degree to which each element is contained in each product/service. Then the belief and plausibility that a product/service will satisfy the decision maker's goal are calculated. The decision to introduce a product or service depends on the evaluation of the anticipated loss from introduction of a product/service into a competitive market.