We present an integrated design and marketing approach to facilitate the generation of an optimal robust set of product design alternatives to carry forward to the prototyping stage. The approach considers variability in both (i) engineering design domain, and (ii) customer preferences in marketing domain. In the design domain, the approach evaluates performance and robustness of a design alternative due to variations in its uncontrollable parameters. In the marketing domain, in addition to considering competitive product offerings, the approach considers designs that are robust in customer preferences with respect to: (1) the variations in the design domain, and (2) the inherent variations in the estimates of preferences given the fit of the preference model to the sampled data. Our overall goal is to obtain design alternatives that are multi-objectively robust and optimal, i.e., (1) are optimal for nominal values of parameters, and (2) are within a known acceptable range in their multi-objective performance, and (3) maintain feasibility even when they are subject to applications and environments that are different from nominal or standard laboratory conditions. We illustrate the highlights of our approach with the design of a corded power tool example.
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e-mail: azarm@umd.edu
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July 2006
Research Papers
Multi-Objective Single Product Robust Optimization: An Integrated Design and Marketing Approach
B. Besharati,
B. Besharati
Ph.D. Candidate
Department of Mechanical Engineering, A. J. Clark School of Engineering,
University of Maryland
, College Park, MD 20742
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L. Luo,
L. Luo
Assistant Professor
Department of Marketing, The Marshall School of Business,
University of Southern California
, Los Angeles, CA 90089
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S. Azarm,
S. Azarm
Professor
Department of Mechanical Engineering, A. J. Clark School of Engineering,
e-mail: azarm@umd.edu
University of Maryland
, College Park, MD 20742
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P. K. Kannan
P. K. Kannan
Associate Professor
Department of Marketing, Robert H. Smith School of Business,
University of Maryland
, College Park, MD 20742
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B. Besharati
Ph.D. Candidate
Department of Mechanical Engineering, A. J. Clark School of Engineering,
University of Maryland
, College Park, MD 20742
L. Luo
Assistant Professor
Department of Marketing, The Marshall School of Business,
University of Southern California
, Los Angeles, CA 90089
S. Azarm
Professor
Department of Mechanical Engineering, A. J. Clark School of Engineering,
University of Maryland
, College Park, MD 20742e-mail: azarm@umd.edu
P. K. Kannan
Associate Professor
Department of Marketing, Robert H. Smith School of Business,
University of Maryland
, College Park, MD 20742J. Mech. Des. Jul 2006, 128(4): 884-892 (9 pages)
Published Online: December 19, 2005
Article history
Received:
August 8, 2005
Revised:
December 19, 2005
Citation
Besharati, B., Luo, L., Azarm, S., and Kannan, P. K. (December 19, 2005). "Multi-Objective Single Product Robust Optimization: An Integrated Design and Marketing Approach." ASME. J. Mech. Des. July 2006; 128(4): 884–892. https://doi.org/10.1115/1.2202889
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