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

Yıl 2018, Cilt: 23 Sayı: 1, 77 - 96, 19.04.2018

Tülin İnkaya

https://doi.org/10.17482/uumfd.416901

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

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