Proposing a multi-objective model to evaluate product development designs based on Balanced Scorecard and Design for Variety

Today, due to the increase and complexity of customers' needs, the products available in the market do not satisfy the needs of the customers. Hence, the most effective way for an organization to achieve its objectives is to create distinction through both developing new products and bringing about variations in those products. This study, while pursuing the objective of evaluating product development design, aims to propose a multi-objective design. This model analyzes the developed design from two perspectives of general criteria and variation capacity norms.
Design/methodology/approach: The current research embarks on identifying general criteria using Balanced Scorecard (BSC). The proposed model offers criteria according to which the required standard measures for the evaluation of the product development design are customized and extracted. After determining the evaluation criteria related to each perspective – general and variation capacity- the mentioned criteria have been validated. Then, by using the existing methods, these criteria have been quantified. Finally, the identified standard measures have been employed in the proposed multi-purpose optimized model. 
In this paper, a real case was studied in the Iran Electronics Industries, and the result of the configuration was illustrated. Quantitative values ​​of validated criteria were determined with the help of academic and industry experts and existing methods. After calculating the quantitative values ​​of the criteria for the evaluation of phased array radar development designs, these values were used in the multi-objective optimization model and measured in terms of the amount of risk, revenue, organizational strategy and the amount of effort towards redesign. Finally, by solving the optimization model using GAMZ win 64 25.1.12 software and the weighted sum method, the best development plan was selected.
Research limitations/implications: The main limitation of this study is the lack of accurate information in the early stages of product development. In this research, it was assumed that the information provided by the experts and designers of the relevant industry is correct and real. It is suggested to use fuzzy data in future studies so that the result has more reliability. For future research, the following subjects can be attractive and the present study can provide the necessary background for researchers who seek to work on such subjects: i) In the current research, the time parameter was not considered. It is suggested to consider time in future research; ii) to identify non-common components between the two current and future generations, the method of calculating the priority of standardization of components and considering the technical and financial ability of the producer was used. It is suggested to decide according to possible technologies in the future; iii) another perspective can be used to categorize and identify criteria; iv) to calculate reliability and maintainability, the lifetime of systems was assumed to be exponential and with a constant failure rate. It is suggested to use Weibull distribution with variable failure rate for a more realistic calculation, and v) it is suggested to compare the results of this study with other studies.
Practical implications: Finding comprehensive criteria to evaluate product development designs and providing an effective mathematical model for evaluation can lead to selecting the best product development designs. Selecting an optimal design can prevent the increase in product modification costs and the effort to redesign and reduce the time to supply new products to the market.
Originality/value: Based on the literature review, particularly the internal research, a method that evaluates product development designs with comprehensive criteria including finance, customer, business and internal work, growth and learning, and variation capacity has not been found. Also, the Design for Variety approach has not been used in the initial phases of research and it is applied when the product is made and released to the market.