Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2023 May 27;9(6):e16726.
doi: 10.1016/j.heliyon.2023.e16726. eCollection 2023 Jun.

A novel extension of Pythagorean fuzzy MULTIMOORA approach for new product development

Fethullah Göçer  1 , Gülçin Büyüközkan  2
Affiliations

A novel extension of Pythagorean fuzzy MULTIMOORA approach for new product development

Fethullah Göçer et al. Heliyon. .

Abstract

This study explores how to enhance the decision-making processes in the phases of idea generation or alternative selection during the new product development (NPD) process. NPD is acknowledged as the central function of businesses in an increasingly competitive marketplace. In the current era, the highly uncertain and rapidly changing market environment makes the NPD extremely vague and complex. To be able to find a suitable solution to this complexity, the proposed research aims to categorize the decision points in the process of NPD regarding software development and identify the fuzziness elements affecting the process. The goal of a decision-making process is to prioritize several alternatives with respect to some required objectives and to select the best among them. Multi-Criteria Decision-Making (MCDM) may support reaching a consensus judgment with the collective assessment of Decision Makers (DMs). We introduce a novel evaluation approach for this problem. The proposed approach employs a MULTIMOORA (Multi-objective Optimization by Ratio Analysis plus the Full Multiplicative Form) MCDM technique under Pythagorean Fuzzy Sets (PFSs) objective world environment to cope with an ambiguous environment using Group Decision Making (GDM) setting to shape the decisions. The PFSs have demonstrated their advantages in dealing with vagueness and uncertainty over crisp, fuzzy, or intuitionistic fuzzy sets. Therefore, PFSs can represent the DMs' judgments and preferences in a better structure, ensuring enhanced decision-making in a group consensus. A case study on gaming software and app development is presented to validate the functionality of the proposed method. The results are compared and assessed with the help of a sensitivity analysis. This research makes a real contribution to the literature by proposing a novel evaluation method to rate and select NPD (gaming software and apps) to deal with the inexactness and vagueness associated with the criteria and alternatives.

Keywords: Gaming software and app; Group decision making (GDM); MULTIMOORA; New product development (NPD); Pythagorean fuzzy sets (PFSs); Software development.

PubMed Disclaimer

Conflict of interest statement

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper

Figures

Fig. 1
Fig. 1
The graphical representation of the proposed PF MULTIMOORA methodology.
Fig. 2
Fig. 2
The outcome of ranks under various settings.
Fig. 3
Fig. 3
Sensitivity analysis.
See this image and copyright information in PMC

Similar articles

See all similar articles

Cited by

References

    1. Chen W.-C., Lin Y.-F., Liu K.-P., Chang H.-P., Wang L.-Y., Tai P.-H. A complete MCDM model for NPD performance assessment in an LED-based lighting plant factory. Math. Probl Eng. 2018:1–24. doi: 10.1155/2018/7049208. - DOI
    1. Ayağ Z. An integrated approach to concept evaluation in a new product development. J. Intell. Manuf. 2016;27:991–1005. doi: 10.1007/s10845-014-0930-7. - DOI
    1. Feyzioğlu O., Büyüközkan G. An integrated group decision-making approach for new product development. Int. J. Comput. Integrated Manuf. 2008;21:366–375. doi: 10.1080/09511920701575195. - DOI
    1. Zadeh L.A. Fuzzy sets. Inf. Control. 1965;8:338–353. doi: 10.1016/S0019-9958(65)90241-X. - DOI
    1. Gocer F. A novel interval value extension of picture fuzzy sets into group decision making: an approach to support supply chain sustainability in catastrophic disruptions. IEEE Access. 2021;9:117080–117096. doi: 10.1109/ACCESS.2021.3105734. - DOI

LinkOut - more resources