Design of Robust New Products Under Variability: Marketing Meets Design

The Journal of Product Innovation Management, Vol. 22, pp. 177-192, 2005

16 Pages Posted: 1 Dec 2010

See all articles by Lan Luo

Lan Luo

University of Southern California

P.K. Kannan

University of Maryland - Robert H. Smith School of Business

Babak Besharati

University of Maryland

Shapour Azarm

University of Maryland

Date Written: 2005

Abstract

In designing consumer durables such as appliances and power tools, it is important to account for variations in product performance across different usage situations and conditions. Since the specific usage of the product and the usage conditions can vary, the resultant variations in product performance also can impact consumer preferences for the product. Therefore, any new product that is designed should be robust to these variations – both in product performances and consumer preferences. This article refers to a robust product design as a design that has (1) the best possible (engineering and market) performance under the worst-case variations and (2) the least possible sensitivity in its performance under the variations. Achieving these robustness criteria, however, implies consideration of a large number of design factors across multiple functions. This article’s objectives are (1) to provide a tutorial on how variations in product performance and consumer preferences can be incorporated in the generation and comparison of design alternatives and (2) to apply a multi-objective genetic algorithm (MOGA) that incorporates multifunction criteria in order to identify better designs while incorporating the robustness criteria in the selection process. Since the robustness criteria is based on variations in engineering performance as well as consumer preferences, the identified designs are robust and optimal from different functional perspectives, a significant advantage over extant approaches that do not consider robustness issues from multifunction perspectives. This study’s approach is particularly useful for product managers and product development teams, who are charged with developing prototypes. They may find the approach helpful for obtaining customers’ buy-in as well as internal buy-in early on in the product development cycle and thereby for reducing the cost and time involved in developing prototypes. This study’s approach and its usefulness are illustrated using a case-study application of prototype development for a handheld power tool.

Suggested Citation

Luo, Lan and Kannan, Pallassana and Besharati, Babak and Azarm, Shapour, Design of Robust New Products Under Variability: Marketing Meets Design (2005). The Journal of Product Innovation Management, Vol. 22, pp. 177-192, 2005, Available at SSRN: https://ssrn.com/abstract=1717980

Lan Luo (Contact Author)

University of Southern California ( email )

Hoffman Hall 319
Los Angeles, CA 90089-1427
United States

Pallassana Kannan

University of Maryland - Robert H. Smith School of Business ( email )

Department of Marketing
College Park, MD 20742-1815
United States
301-405-2188 (Phone)
301-405-0146 (Fax)

Babak Besharati

University of Maryland ( email )

College Park
College Park, MD 20742
United States

Shapour Azarm

University of Maryland ( email )

College Park
College Park, MD 20742
United States

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