A conceptual design selection model considering conflict resolution

Abstract

Complexity of selecting a design at the conceptual design (CD) stage in the product development can be increased by imprecise and uncertain product requirements. For many companies, mitigating the decision complexity at the CD stage can result in succeeding in the competitive market. Therefore, having a robust decision-making tool embedded with conflict resolution to valuing potential new product investments to justify their development strategy becomes important. However, limitations, such as uncertainty and inability to provide the information on the compatibility between design concepts, remain as challenges for the concept selection method. Therefore, this study reports a multi-layer graph model that not only resolves the conflict of experts’ opinion but also aggregates the layers corresponding to decision criteria into a single graph. This graph is used to evaluate the CD alternatives to find the best alternative. An illustrative example is demonstrated to present the application of the model.

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