Decision for Product Life Cycle Portfolio Using Fuzzy Linguistic Term Sets

• Main Authors: HUI-CHENG,HSU, 許慧正
• Other Authors: Chin-Ho Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/72493020436356252467

碩士 === 國立成功大學 === 資訊管理研究所 === 104 === With the rise of Industry 4.0 in recent years, the consumption environment has changed. IoT, mobile devices, and social media have become part of main stream society. This is a new era in which the transfer of information is fast and transparent, and consumers are no longer given blurred information. In addition, consumer awareness has led to changes in the environment of the markets, creating greater competition among businesses. This competition has caused the life cycle of a product to shrink, which has affected the development of the life cycle of an industry. Arthur D. Little, the first management consultancy firm on the globe, introduced the life cycle matrix in 1970. They believed that the state of a firm is influenced by its competitive position and industry maturity, both of which would thus affect the strategy of a firm. In previous studies, a consensus has been established among the academics and industries on the concept of the industry life cycle. However, there has yet to be a holistic evaluation judging an industry’s life cycle and its competitive position. The current study aims at combing industry life cycle, competitive position, and fuzzy theory into a multi-attribute strategic problem and approaches the question with quantitative analysis based on previous research. In addition, in order to reduce the complexity of the theory and to increase its applicability for businesses, linguistic representations are used as the form of data collection. Utilizing semantic fuzzy representations not only increases the flexibility of the calculations but also reduces the difficulty for firms when working with these numbers. In the current study, I adopt similarity calculations for analysis and use case studies to demonstrate the importance of using semantic fuzzy theory and its influence on the results, and then I utilize a life cycle matrix to assist managers in deciding future strategies. Furthermore, the quantitative approach presented in this study would resolve one of the limitations introduced in Arthur D. Little’s life cycle matrix, which is the difficulty of determining an industry life cycle.