An Efficient Model for NPD Performance Evaluation Using DEMATEL and Fuzzy ANP-Applied to the TFT-LCD Touch Panel Industry in Taiwan

As the competitive market nowadays shortens the life cycle of products, new products should be designed to meet the customer's demand under a dynamic marketing environment so as to efficiently enhance the product strength of new products with maximization of profit. Hence, the key solution for enterprises to succeed will be the precise evaluation of new product development (NPD) performance, particularly for those who manage to survive in the intensely competitive market in Taiwan. This study is to identify the thin film transistor-liquid crystal display (TFT-LCD) touch panel industry and then establish an integrated model of NPD performance evaluation for enterprises. Firstly, literature review and interviews with experts are conducted to select the four aspects and 15 criteria as the main factors affecting NDP performance evaluation. Secondly, Decision Making Trial and Evaluation Laboratory (DEMATEL) is employed to identify the interrelationships among those factors. Finally, a Fuzzy theory is applied to resolve the linguistic hedges and an Analytic Network Process (ANP) is adopted to obtain the weights of all factors. A case study is performed to validate the proposed model in a Taiwanese TFT-LCD company. It not only provides the decision maker with a guidance system but also increases the competitive advantages for the TFT-LCD industry to design new products in the future.