A Novel Hybrid Strategy to Add Powder Coating to The Product Portfolio (A Real Case Study)

Abstract

Due to the intensity of competition and economical condition in different countries, a group of manufacturers tried to add new products in their product portfolios in order to gain superiority against their competitors. However, the strategy and the manner of adding the products to the portfolio is one of the biggest challenges in the manufacturing process. As a result, researchers have used a variety of methods to evaluate the alternatives, such as ranking, mathematical optimization and multi criteria decision making. Hybrid methods using multi criteria decision making have gained popularity in recent years. This article uses a novel hybrid strategy using multi criteria decision making in order to find the best alternative. It is concluded that the ‘making’ alternative is superior to joint venturing and buying alternatives using the net outranking flow index.