Sample Models

Model 2.16: ANP BOCR - To Launch or Not To Launch? - An analysis of product launch scenarios

Short Description

This model details the decision making process for a complex decision faced by a local company. A product had been developed with the expectation that it would be used in a project for the Department of Defense, but this did not occur due to cancelled funding. This left the product available for possible distribution through business partners either with or without an exclusive distribution contract or to not be launched at all in favor of saving the product for future use or improvement in another arena. However, the optimal decision was unclear due to competing interests and desired outcomes, some of which were objective measures (economic) and others which were mostly subjective (political). Therefore, using the SuperDecisions software and the analytic network process a complete analysis able to account for all these variables was performed. The results demonstrated that offering the product through business partners without an exclusive distributor was the most preferable option, followed by not launching the product at all. Using an exclusive contract with a business partner was the least preferable alternative in this scenario. Analysis of these results as well as a full discussion is included here.

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