An integrated fuzzy-cloud-based z-number decision framework for new product idea selection

Selecting promising new product ideas is a critical yet challenging task for organizations, particularly in the face of uncertainty and conflicting evaluation criteria. This study proposes a hybrid framework that integrates the fuzzy Full Consistency Method FUCOM (F-FUCOM) and Cloud-Based Z-Number Measurement of Alternatives and Ranking according to Compromise Solution (ZC-MARCOS) approach to address both subjective judgments and uncertainty in expert evaluations. The novelty of the framework lies in extending the MARCOS method with ZC theory, allowing the comprehensive modeling of both subjective assessments and their associated confidence levels in Group Decision-Making (GDM) contexts. The proposed approach was applied to a medium-sized consumer electronics company involving five new product ideas, evaluated by three experts across five key criteria: conformance to strategy, ease of recycling, technological feasibility, market attractiveness, and competitive advantage. The results reveal that the smart residential energy management system (A۵) emerged as the most promising alternative. Sensitivity analysis demonstrates the robustness of the ranking under variations in criteria weights across fifteen scenarios. Comparative analysis indicates that the first and last ranking alternatives obtained by crisp and fuzzy MARCOS and F-TOPSIS models are the same as those in the ZC-MARCOS framework, which confirms the credibility of the proposed model. Overall, the integrated F-FUCOM and ZC-MARCOS framework offers a consistent, robust, and practical tool for early-stage New Product Idea Selection (NPIS).

کلیدواژه ها:

Fuzzy full consistency method ، Z-number ، Cloud Model ، Group decision making ، Measurement of alternatives and ranking according to compromise solution ، New Product Idea Selection