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題名 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
作者 徐正穎
Cheng-ying Hsu
貢獻者 陳建維 博士
Dr. Chien-Wei Chen
徐正穎
Cheng-ying Hsu
關鍵詞 Product Deletion
Product Elimination
Analytic Hierarchy Process (AHP)
Multiple Criteria Decision Making (MCDM) Problem
日期 2003
上傳時間 18-Sep-2009 14:45:17 (UTC+8)
摘要 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.
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Avlonitis, G.J. (1984), “Industrial product elimination: major factors to consider”, Industrial Marketing Management, Vol. 13, May, pp. 77-85.
Avlonitis, G.J. (1985a), “Product elimination decision making: does formality matter?”, Journal of Marketing, Vol. 49, pp. 41-52.
Avlonitis, G.J. (1985b), “Revitalising weak industrial products”, Industrial Marketing Management, Vol. 14, May, pp. 93-108.
Avlonitis, G.J. (1986), “The identification of weak industrial products”, European Journal of Marketing, Vol. 20 No. 10, pp. 24-42.
Avlonitis, G.J. (1990), “Project dropstart: product elimination and product life cycle concept”, European Journal of Marketing, Vol. 24, pp. 55-67.
Avlonitis, G.J. (1993), “Project dropstat: what factors do managers consider in deciding whether to drop a project?”, European Journal of Marketing, Vol. 27, pp. 35-57.
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
90932114
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090932114
資料類型 thesis
dc.contributor.advisor 陳建維 博士zh_TW
dc.contributor.advisor Dr. Chien-Wei Chenen_US
dc.contributor.author (Authors) 徐正穎zh_TW
dc.contributor.author (Authors) Cheng-ying Hsuen_US
dc.creator (作者) 徐正穎zh_TW
dc.creator (作者) Cheng-ying Hsuen_US
dc.date (日期) 2003en_US
dc.date.accessioned 18-Sep-2009 14:45:17 (UTC+8)-
dc.date.available 18-Sep-2009 14:45:17 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:45:17 (UTC+8)-
dc.identifier (Other Identifiers) G0090932114en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35328-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 90932114zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 分析層級程序法在產品刪除決策之應用zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 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		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090932114en_US
dc.subject (關鍵詞) Product Deletionen_US
dc.subject (關鍵詞) Product Eliminationen_US
dc.subject (關鍵詞) Analytic Hierarchy Process (AHP)en_US
dc.subject (關鍵詞) Multiple Criteria Decision Making (MCDM) Problemen_US
dc.title (題名) Identifying Candidates for Product Deletion: An Analytic Hierarchy Process Approachzh_TW
dc.title (題名) 分析層級程序法在產品刪除決策之應用zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Referenceszh_TW
dc.relation.reference (參考文獻) Aaker, D.A. (1984), “Product quality: an important strategic weapon”, Business Horizons, March-April, pp. 40-43.zh_TW
dc.relation.reference (參考文獻) Aaker, D.A. (1991), “Managing brand equity: capitalizing on the value of a brand name”, The Free Press, New York, NY.zh_TW
dc.relation.reference (參考文獻) Alexander, R.S. (1964), “The death and burial of sick products”, Journal of Marketing, Vol. 28, April, pp. 1-7.zh_TW
dc.relation.reference (參考文獻) Atuahene-Gima, K. (1997), “Adoption of new products by the sales force: the construct, research propositions, and managerial implications”, Journal of Product Innovation Management, Vol. 14, pp. 498-514.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G. (1980), “An exploratory investigation of the product elimination decision-making process in the UK engineering industry”, Unpublished Ph.D. Thesis, Glasgow, Scotland: University of Strathclyde.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1982), “Problem situations evoking the product elimination decision”, The Industrial Market. Assessment of Marketing Thought And Practice, pp. 238-41.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1983), “The product elimination decision and strategies”, Industrial Marketing Management, Vol. 12, pp. 31-43.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1984), “Industrial product elimination: major factors to consider”, Industrial Marketing Management, Vol. 13, May, pp. 77-85.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1985a), “Product elimination decision making: does formality matter?”, Journal of Marketing, Vol. 49, pp. 41-52.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1985b), “Revitalising weak industrial products”, Industrial Marketing Management, Vol. 14, May, pp. 93-108.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1986), “The identification of weak industrial products”, European Journal of Marketing, Vol. 20 No. 10, pp. 24-42.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1990), “Project dropstart: product elimination and product life cycle concept”, European Journal of Marketing, Vol. 24, pp. 55-67.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. (1993), “Project dropstat: what factors do managers consider in deciding whether to drop a project?”, European Journal of Marketing, Vol. 27, pp. 35-57.zh_TW
dc.relation.reference (參考文獻) Avlonitis, G.J. and James, B.G.S. (1982), “Some dangerous axioms of product elimination decision-making”, European Journal of Marketing, Vol. 16, No. 1, pp. 36-48.zh_TW
dc.relation.reference (參考文獻) Ayres, R.U. and Steger, W.A. (1985), “Rejuvenating the life cycle concept”, The Journal of Business Strategy, Vol. 6, pp. 66-76.zh_TW
dc.relation.reference (參考文獻) Baker, M.J. and Hart, S.J. (1999), Product strategy and management. Prentice Hall Europe.zh_TW
dc.relation.reference (參考文獻) Banville, G.R. and Pletcher, B. (1974), “The product elimination function”, Journal of Academy of Marketing Science, Vol. 2, pp. 432-446.zh_TW
dc.relation.reference (參考文獻) Bayus, B.L. (1994), “Are product life cycles really getting shorter?”, Journal of Product Innovation Management, Vol. 11, pp. 300-8.zh_TW
dc.relation.reference (參考文獻) Bayus, B.L. and Putsis, W.P. (1999), “Product proliferation: an empirical analysis of product line determinants and market outcomes”, Marketing Science, Vol. 18, No. 2, pp. 137-53.zh_TW
dc.relation.reference (參考文獻) Berenson, C. (1963), “Pruning the product line”, Business Horizons, Vol. 6, Summer, pp. 63-78.zh_TW
dc.relation.reference (參考文獻) Berry, L.L. and Hensel, J.S. (1974), “Why do some new bank products fail?”, in Berry, L.L. and Capaldini, L.A. (Eds), Marketing for the Bank Executive, Leviathan House, London.zh_TW
dc.relation.reference (參考文獻) Boatwright, P. and Nunes, J.C. (2001), “Reducing assortment: an attribute-based approach”, Journal of Marketing, Vol. 65, pp. 50-63.zh_TW
dc.relation.reference (參考文獻) Borin, N. and Ferris, P. (1990), “An empirical comparison of direct product profit and existing measures of SKU productivity”, Journal of Retailing, Vol. 66, pp. 297-314.zh_TW
dc.relation.reference (參考文獻) Broniarczyk, S.M., Hoyer, W.D., and McAlister, L. (1998), “Consumers’ perceptions of the assortment offered in a grocery category: The Impact of Item Reduction”, Journal of Marketing Research, Vol. 35, pp. 166-176.zh_TW
dc.relation.reference (參考文獻) Brouwers, W.C.J. and Stevels, A.L.N. (1997), “A cost model for the end of life stage of electronic consumer goods”, Greener Management International, Spring, No. 17, pp. 129-40.zh_TW
dc.relation.reference (參考文獻) Buzzell, R.D., (1966) “Competitive behavior and product life cycles.” In New Ideas for Successful Marketing, ed. J. Wright & J.L. Goldstucker, pp. 46–68. Chicago: American Marketing Association.zh_TW
dc.relation.reference (參考文獻) Calantone, R.J., Di Benedetto, C.A., and Schmidt, J.B. (1999), “Using the analytic hierarchy process in new product screening”, Journal of Product Innovation Management, Vol. 16, pp. 65-76.zh_TW
dc.relation.reference (參考文獻) Carlisle, J. and Parker, R. (1989), “Beyond negotiation: redeeming customer-supplier relationships”, John Wiley and Sons, Chichester.zh_TW
dc.relation.reference (參考文獻) Cook, M. (2001), “The complexity of managing complexity”, Transportation & Distribution, Vol. 42, pp. 28-32.zh_TW
dc.relation.reference (參考文獻) Copulsky, W. (1976), “Cannibalism in the Marketplace”, Journal of Marketing, October, pp. l03-05.zh_TW
dc.relation.reference (參考文獻) Davies, M. (2001), “Adaptive AHP: a review of marketing applications with extensions”, European Journal of Marketing, Vol. 35, pp. 872-893.zh_TW
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