New product concept evaluation using the AHP

New product concept evaluation is one of the most important activities among many possible evaluation activities involved in the whole new product process. This paper aims at exploring the applicability of the Analytic Hierarchy Process(AHP) to this new product concept evaluation. To this aim, an AHP based concept evaluation model was formulated and explained using an illustrative example. A number of issues were also raised and discussed concerning the applicability of AHP to out problem. Finally, some further research areas were identified.