DESIGN CONCEPT SELECTION DECISIONS IN NEW PRODUCT DEVELOPMENT: A COMPARATIVE ANALYSIS

Concept selection in new product development projects are a crucial task that need to be carried out effectively to maximize enterprise's profitability. A risk based design concept selection methodology was evolved by Goswami et al.(2014). In the context of this work, we aim to analyze the implications of this research by: a) Comparing and validating the proposed methodology as devised by relevant existing measure(s) in current research literature and propose various improvement ideas that can either change the selection decisions or further improve them b) Ignoring the interaction among the root nodes, evaluate whether selection decisions pertaining to various module instances is affected; c) Assess whether selection decisions change across with respect to the size of the firm i.e. local vs global OEM.