A methodology to generate a belief rule base for customer perception risk analysis in new product development

Dawei Tang; Jian-Bo Yang; Kwai-Sang Chin; Zoie S.Y. Wong; Xinbao Liu

doi:10.1016/j.eswa.2010.10.018

A methodology to generate a belief rule base for customer perception risk analysis in new product development

Dawei Tang, Jian-Bo Yang, Kwai-Sang Chin, Zoie S.Y. Wong, Xinbao Liu

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

46 Citations (Scopus)

Abstract

New product development (NPD) is crucial for a company's success in a competitive market. Meanwhile, NPD is a process associated with great complexity and high risk. To ensure its smooth operation, risks involved in an NPD process need to be analyzed in a proper way. In this paper, a novel method is proposed to generate a belief rule base (BRB), which is the basis of the Belief Rule-Base Inference Methodology using the Evidential Reasoning (RIMER). Due to its capability in dealing with complex reasoning problems under uncertainty, RIMER is then applied to assess customer perception risk (CPR) in an NPD process. To test and validate the method proposed in this paper, a case study of an "Interactive Doll" is conducted at the end of the paper. © 2010 Elsevier Ltd. All rights reserved.

Original language	English
Pages (from-to)	5373-5383
Journal	Expert Systems with Applications
Volume	38
Issue number	5
DOIs	https://doi.org/10.1016/j.eswa.2010.10.018
Publication status	Published - May 2011

Research Keywords

Belief rule base generation
New product development
Risk analysis

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10.1016/j.eswa.2010.10.018

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title = "A methodology to generate a belief rule base for customer perception risk analysis in new product development",

abstract = "New product development (NPD) is crucial for a company's success in a competitive market. Meanwhile, NPD is a process associated with great complexity and high risk. To ensure its smooth operation, risks involved in an NPD process need to be analyzed in a proper way. In this paper, a novel method is proposed to generate a belief rule base (BRB), which is the basis of the Belief Rule-Base Inference Methodology using the Evidential Reasoning (RIMER). Due to its capability in dealing with complex reasoning problems under uncertainty, RIMER is then applied to assess customer perception risk (CPR) in an NPD process. To test and validate the method proposed in this paper, a case study of an {"}Interactive Doll{"} is conducted at the end of the paper. {\textcopyright} 2010 Elsevier Ltd. All rights reserved.",

keywords = "Belief rule base generation, New product development, Risk analysis",

author = "Dawei Tang and Jian-Bo Yang and Kwai-Sang Chin and Wong, {Zoie S.Y.} and Xinbao Liu",

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T1 - A methodology to generate a belief rule base for customer perception risk analysis in new product development

AU - Tang, Dawei

AU - Yang, Jian-Bo

AU - Chin, Kwai-Sang

AU - Wong, Zoie S.Y.

AU - Liu, Xinbao

PY - 2011/5

Y1 - 2011/5

N2 - New product development (NPD) is crucial for a company's success in a competitive market. Meanwhile, NPD is a process associated with great complexity and high risk. To ensure its smooth operation, risks involved in an NPD process need to be analyzed in a proper way. In this paper, a novel method is proposed to generate a belief rule base (BRB), which is the basis of the Belief Rule-Base Inference Methodology using the Evidential Reasoning (RIMER). Due to its capability in dealing with complex reasoning problems under uncertainty, RIMER is then applied to assess customer perception risk (CPR) in an NPD process. To test and validate the method proposed in this paper, a case study of an "Interactive Doll" is conducted at the end of the paper. © 2010 Elsevier Ltd. All rights reserved.

AB - New product development (NPD) is crucial for a company's success in a competitive market. Meanwhile, NPD is a process associated with great complexity and high risk. To ensure its smooth operation, risks involved in an NPD process need to be analyzed in a proper way. In this paper, a novel method is proposed to generate a belief rule base (BRB), which is the basis of the Belief Rule-Base Inference Methodology using the Evidential Reasoning (RIMER). Due to its capability in dealing with complex reasoning problems under uncertainty, RIMER is then applied to assess customer perception risk (CPR) in an NPD process. To test and validate the method proposed in this paper, a case study of an "Interactive Doll" is conducted at the end of the paper. © 2010 Elsevier Ltd. All rights reserved.

KW - Belief rule base generation

KW - New product development

KW - Risk analysis

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UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-79151485264&origin=recordpage

U2 - 10.1016/j.eswa.2010.10.018

DO - 10.1016/j.eswa.2010.10.018

M3 - RGC 21 - Publication in refereed journal

SN - 0957-4174

VL - 38

SP - 5373

EP - 5383

JO - Expert Systems with Applications

JF - Expert Systems with Applications

IS - 5

ER -

A methodology to generate a belief rule base for customer perception risk analysis in new product development

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Research Keywords

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