Vol. 10, No 4, 2013 pp. 419 - 430
UDC 658.624
INFLUENCE OF INTRODUCING A NEW PRODUCT
ON THE COMPANY'S SOLVENCY INDICATORS:
TOPSIS METHOD ANALYSIS
Blagoje Novićević, Jelena Stanković, Tatjana Stevanović
University of Niš, Faculty of Economics, Serbia
New product introduction is one of the most important processes for many companies, but at the same time one of the most difficult to consider. New product introductions may require significant market and engineering research and entail more significant changes in recources and manufacturing process, as well as a major marketing program. But at the same time, the introduction of new products is the main mechanism to increase market competitiveness and achieve higher profits. As the introduction of new products affects various indicators of solvency of a company, multi-criteria analysis algorithms can be successfully applied for the analysis of its effects. This paper presented the application of TOPSIS method in the analysis of the impact of the introduction of new product.
Key Words: New Product, Decision Making, Multi-Criteria Analysis, TOPSIS
UTICAJ UVOĐENJA NOVOG PROIZVODA NA INDIKATORE BONITETA PREDIZEĆA: ANALIZA TOPSIS METODOM
Uvođenje novog proizvoda je jedan od najvažnijih procesa za mnoge kompanije, ali u isto vreme jedan od onih koje je najteže sagledati. Uvođenje novih proizvoda može zahtevati značajna tržišna i tehnološka istraživanja i podrazumeva važne promene u resursima i proizvodnom procesu, kao i veliki marketinški program. Ali istovremeno, uvođenje novih proizvoda je osnovni mehanizam za povećanje konkurentnosti na tržištu i ostvarivanja većih profita. Kako uvođenje novog proizvoda utiče na različite pokazatelje boniteta preduzeća, to se za analizu njegovih efekata uspešno koristiti algoritmi višekriterijumske analize. U ovom radu biće prezentovana primena TOPSIS metoda u analizi uticaja uvođenja novog proizvoda.
Ključne reči: novi proizvod, donošenje odluka, višekriterijumska analiza, TOPSIS
