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| 研究生： |
徐正穎 Cheng-ying Hsu |
|---|---|
| 論文名稱： |
Identifying Candidates for Product Deletion: An Analytic Hierarchy Process Approach 分析層級程序法在產品刪除決策之應用 |
| 指導教授： |
陳建維 博士
Dr. Chien-Wei Chen |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 經營管理碩士學程(EMBA) Executive Master of Business Administration(EMBA) |
| 論文出版年： | 2006 |
| 畢業學年度： | 92 |
| 語文別： | 英文 |
| 論文頁數： | 65 |
| 外文關鍵詞： | Product Deletion, Product Elimination, Multiple Criteria Decision Making (MCDM) Problem |
| 相關次數： | 點閱：167 下載：29 |
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分析層級程序法在產品刪除決策之應用
The recent explosion of product management in consumer packaged goods has highlighted the importance of product assortment decisions. In particular, firms are increasingly faced with the decision of which products to delete from distribution. Upon reflection, there are both strategic and tactical dimensions to this decision. Strategic approaches focus on the development of optimal product assortments as the basis for deletion decisions. Tactical approaches address incremental (i.e., item-by- item) decisions whether to delete any product, and if so, which product.
This thesis focuses on tactical approaches and proposes using Analytic Hierarchy Process (AHP) as a systematic and analytic tool that helps to quantify the managerial judgments in identifying the candidates for product deletion. Supported by a practical case study, which illustrates how AHP can be beneficial in quantifying both financial and non-financial product performance rankings for managers’ easier understanding and higher transparency of product deletion decision-making.
Table of Contents
Declaration ii
Acknowledgements iii
Abstract iv
Table of Contents v
List of Figures vii
List of Tables viii
Chapter 1 Introduction 1
1.1 Research Background 2
1.2 Objectives of the Research 6
1.3 Organization of the Thesis 6
Chapter 2 Literature Review 9
2.1 Products Proliferation 9
2.1.1 Potential Pitfalls of Product Proliferation 10
2.1.2 Effects of Cannibalization 12
2.1.3 Emergence of Category Management 13
2.2 Product Deletion 15
2.2.1 Decision-Making of Product Deletion 15
2.2.2 The Causes for Product Deletion 18
2.2.3 Alternatives to Product Deletion 20
2.3 Reaching the Decision on Product Deletion 22
2.3.1 Identification of Deletion Candidates 22
2.3.2 Analysis for Possible Revitalization 26
2.3.3 Evaluate the Impacts of Product Deletion 27
2.3.4 The ‘Death Spiral’ of Product Deletion 29
Chapter 3 Research Methodology 31
3.1 The Analytic Hierarchy Process 32
3.2 The Research Setting 34
3.3 Structuring the Hierarchy 36
3.4 Research Design 42
3.5 Data Collection 43
Chapter 4 Findings and Discussion 46
4.1 Results of Study 1 46
4.2 Results of Study 2 50
4.3 Key Findings from the Results 53
4.4 General Discussions 54
Chapter 5 Conclusion 56
5.1 Managerial Implications 56
5.2 Limitation of the Current Research 57
5.3 Directions for Future Research 58
References 59
List of Figures
Figure 2-1. Schematic Overview of Hart’s Product Deletion Decision-making Model 17
Figure 2-2. Framework of Avlonitis’s Weak Product Evaluation Process 25
Figure 3-1. AHP Decision Tree for Identifying the Product Deletion Candidates 38
Figure 4-1. Performance Sensitivity with Respect to Goal for Study 1 49
Figure 4-2. Performance Sensitivity with Respect to Goal for Study 2 52
List of Tables
Table 2-1. The Causes for Product Deletion 19
Table 2-2. Alternatives to Product Deletion 21
Table 2-3. Review Criteria for Identifying Deletion Candidates 24
Table 2-4. Analytic Methods for Possible Revitalization 27
Table 2-5. Evaluation Factors for the Impact of Product Deletion 28
Table 3-1. Definition of Abbreviations Used 39
Table 3-2. Pairwise Comparisons of Importances of Primary Criteria 44
Table 4-1. Overall Synthesized Weights and Ranking of Alternatives for Study 1 47
Table 4-2. Overall Synthesized Weights and Ranking of Alternatives for Study 2 51
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