기존 제품과 신제품의 판매 공존을 고려한 신제품 개발 통합모델

An integrated new product development model with an overlapping sales period for existing and new products

Decision making for new product development (NPD) is essential for a firm’s survival and growth in the competitive market. This research examines the situation in which the current product s performance is improved incrementally and there is some periods of selling both existing and new products for a period between time-to-market for a new product and end-of-life for the existing product. We develop an integrated analytical model to simultaneously determine important factors in NPD, including the price of a new product, its level of performance, development resources input, and time-to-market, along with end-of-life for the existing product in order to maximize profit during the development and sales period. Then we solve optimally the model which involves complex trade-offs among the decision variables, using LINGO. Through sensitivity analyses, we provide important theoretical and managerial implications on NPD.