Determination of New Product Launch Decisions in the High Technology Industry Using Dynamic Programming Model

Öz

High technology industry, which includes products such as computers, smartphones, and tablets, has a dynamic structure. Customer expectations are changing rapidly, and new products are launched to the market with the emerging technology. This study considers the new product launch time, old product phase out time and performance improvement decisions in a high technology company. The company offers products with different performances for different customer segments. Customers expect an improvement in the product’s performance in the future periods, and they may postpone buying the product due to this expectation. In an infinite planning horizon, a dynamic programming model is developed in order to find the new product launch cycle that maximizes the company’s total profit. With the dynamic programming model, considering the customers’ postponement behavior, one of the three decisions about the performance of the products is selected at the end of each period: (i) no improvement in the performance of the products; (ii) minor improvement in the performance of the products; and (iii) major improvement in the performance of the products. The effectiveness of the proposed model is shown in a company that operates in the computer industry. As a result of the analysis performed, it is concluded that the company should determine its new product launch cycle by considering the customers’ expectations and their postponement behavior. If these issues are ignored, there is a reduction of 3.8% in the total profit of the company. In addition to this, the new product launch cycle is sensitive to the improvement cost and time value of money. 

Anahtar Kelimeler

• New Product Development,Dynamic Programming,Market Segmentation

YÜKSEK TEKNOLOJİ SEKTÖRÜNDE YENİ ÜRÜN PİYASAYA SUNMA KARARLARININ DİNAMİK PROGRAMLAMA MODELİ İLE BELİRLENMESİ

Öz

Bilgisayar, akıllı telefon ve tablet gibi ürünleri içeren yüksek teknoloji sektörü dinamik bir yapıya sahiptir. Müşteri beklentileri hızla değişmekte ve gelişen teknoloji ile yeni ürünler piyasaya sunulmaktadır. Bu çalışma, bir yüksek teknoloji firmasındaki yeni ürünü piyasaya sunma zamanı, eski ürünü piyasadan kaldırma zamanı ve performans iyileştirme kararlarını ele almaktadır. Firma, farklı müşteri segmentleri için farklı performansı olan ürünler sunmaktadır. Müşteriler gelecek dönemlerde ürünün performansında iyileşme beklemektedir ve bu beklenti nedeniyle ürünü satın almayı erteleyebilmektedir. Sonsuz bir planlama ufkunda firmanın toplam karını en büyükleyen yeni ürün piyasaya sunma çevrimini bulmak için dinamik programlama modeli geliştirilmiştir. Dinamik programlama modeli ile müşterilerin erteleme davranışı dikkate alınarak her dönemin sonunda ürünlerin performansı ile ilgili üç karardan biri seçilir: (i) ürünlerin performansında iyileştirme yapılmaz, (ii) ürünlerin performansında küçük çaplı iyileştirme yapılır, ve (iii) ürünlerin performansında büyük çaplı iyileştirme yapılır. Önerilen modelin etkinliği bilgisayar sektöründe faaliyet gösteren bir firmada gösterilmiştir. Yapılan analiz sonucunda, firmanın müşterilerin beklenti düzeyini ve erteleme davranışını dikkate alarak yeni ürün piyasaya sunma çevrimini belirlemesi gerektiği tespit edilmiştir. Bu unsurlar göz ardı edildiğinde, firmanın toplam karında %3,8 oranında azalma olmaktadır. Ayrıca, yeni ürün piyasaya sunma çevriminin iyileştirme maliyeti ve paranın zaman değerine karşı duyarlı olduğu belirlenmiştir. 

Anahtar Kelimeler

• Yeni Ürün Geliştirme,Dinamik Programlama,Pazar Bölümlendirme,Yüksek Teknoloji Sektörü

Kaynakça

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