Multi-Objective Single Product Robust Optimization: An Integrated Design and Marketing Approach

ASME Journal of Mechanical Design, Vol. 128, July 2006

9 Pages Posted: 2 Dec 2010

See all articles by Babak Besharati

Babak Besharati

University of Maryland

Lan Luo

University of Southern California

Shapour Azarm

University of Maryland

P.K. Kannan

University of Maryland - Robert H. Smith School of Business

Date Written: July 1, 2006

Abstract

We present an integrated design and marketing approach to facilitate the generation of an optimal robust set of product design alternatives to carry forward to the prototyping stage. The approach considers variability in both (i) engineering design domain, and (ii) customer preferences in marketing domain. In the design domain, the approach evaluates performance and robustness of a design alternative due to variations in its uncontrollable parameters. In the marketing domain, in addition to considering competitive product offerings, the approach considers designs that are robust in customer preferences with respect to: (1) the variations in the design domain, and (2) the inherent variations in the estimates of preferences given the fit of the preference model to the sampled data. Our overall goal is to obtain design alternatives that are multi-objectively robust and optimal, i.e., (1) are optimal for nominal values of parameters, and (2) are within a known acceptable range in their multi-objective performance, and (3) maintain feasibility even when they are subject to applications and environments that are different from nominal or standard laboratory conditions. We illustrate the highlights of our approach with the design of a corded power tool example.

Keywords: Robust Design, Integration of Design and Marketing, Multi-Objective Optimization

Suggested Citation

Besharati, Babak and Luo, Lan and Azarm, Shapour and Kannan, Pallassana, Multi-Objective Single Product Robust Optimization: An Integrated Design and Marketing Approach (July 1, 2006). ASME Journal of Mechanical Design, Vol. 128, July 2006, Available at SSRN: https://ssrn.com/abstract=1718083

Babak Besharati (Contact Author)

University of Maryland ( email )

College Park
College Park, MD 20742
United States

Lan Luo

University of Southern California ( email )

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

Shapour Azarm

University of Maryland ( email )

College Park
College Park, MD 20742
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)

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