The Use of Marketing Decision Support Systems for New Product Design: A Review

DOI

10.2991/ijcis.d.190624.001How to use a DOI?

Keywords

Systematic literature review; Marketing decision support systems; Multicriteria decision analysis; Knowledge-based systems; Product design

Abstract

Product design is an important phase of the new product development process and one of the most crucial decisions in marketing. In the latest two decades, a significant number of marketing decision support systems (MDSSs) for automating new product design activities have been reported in the literature and have contributed to the evolution of knowledge in this area. Since the insights on what constitutes the design of new products are constantly evolving, it is unclear whether research on MDSSs for new product design already covers all major aspects of product design. Therefore, the aim of this research is to determine the state of the art on MDSSs for new product design: What aspects of MDSSs for new product design have been addressed until now and which gaps remain to be covered? We performed a systematic literature review of peer-reviewed articles as published between 1998 and 2018 on MDSSs for new product design. To analyze the contributions of the papers we use the Formal Concept Analysis technique. Out of a total of 375 publications, 61 met the inclusion criteria. These publications were classified into different dimensions: MDSS types, decision-making support, distributed decision-making support, and the consideration of both consumer satisfaction and distributed environment. Our findings suggest that desktop and model-driven-based systems are the type of MDSS mostly accepted for new product design. We found that important elements of this decision-making process are seldom considered in MDSSs developed so far. These include distributed decision-making support and consideration of consumer satisfaction. In this way, future developments should consider them so that they be more consistent with the current nature of this process and support it more effectively.

Copyright

© 2019 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - JOUR
AU  - J. Francisco Figueroa-Perez
AU  - Juan C. Leyva-Lopez
AU  - Luis C. Santillan
AU  - Edgar O. Pérez Contreras
AU  - Pedro J. Sánchez
PY  - 2019
DA  - 2019/06/10
TI  - The Use of Marketing Decision Support Systems for New Product Design: A Review
JO  - International Journal of Computational Intelligence Systems
SP  - 761
EP  - 774
VL  - 12
IS  - 2
SN  - 1875-6883
UR  - https://doi.org/10.2991/ijcis.d.190624.001
DO  - 10.2991/ijcis.d.190624.001
ID  - Figueroa-Perez2019
ER  -