Dynamic partial least square path modeling for the front-end product design and development

Withanage, C, Park, T, Truong Ton, H and Choi, H 2012, 'Dynamic partial least square path modeling for the front-end product design and development', Journal of Mechanical Design, Transactions of the ASME, vol. 134, no. 10, pp. 1-14.


Document type: Journal Article
Collection: Journal Articles

Title Dynamic partial least square path modeling for the front-end product design and development
Author(s) Withanage, C
Park, T
Truong Ton, H
Choi, H
Year 2012
Journal name Journal of Mechanical Design, Transactions of the ASME
Volume number 134
Issue number 10
Start page 1
End page 14
Total pages 14
Publisher American Society of Mechanical Engineers
Abstract The dynamic nature of today's technology market requires new value-characteristic modeling methods; mainstream methods have limitations due to unrealistic assumptions, such as static customer preferences and no multicollinearity among product attributes. In particular, products with longer cycle times can suffer because the static model ignores changes in the market during the concept-to-customer lead time. This study proposes a dynamic, partial least squares path model for customer driven product design and development in order to reduce model uncertainty by formulating preference models to reflect market dynamics. The proposed dynamic model adopted partial least squares regression to handle the limited observations plagued by multicollinearity among product attributes. The main advantage of the proposed model is its ability to evaluate design alternatives during the front-end concept screening phase, using the overall product-value metric, customer-revealed value. A case study analyzing the US car market data for sedans from 1990 to 2010 showed the potential for the proposed method to be effective, with a 3.40 mean absolute percentage error. © 2012 American Society of Mechanical Engineers.
Subject Logistics and Supply Chain Management
Keyword(s) design evaluation
design for market systems
hierarchical modeling
dynamic partial least squares path modeling
partial least squares regression
multivariate analysis
customer revealed value
DOI - identifier 10.1115/1.4007448
Copyright notice Copyright © 2012 by ASME
ISSN 1050-0472
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