A multiobjective optimization approach for product line design

Chun Kit Kwong, X. G. Luo, J. F. Tang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

45 Citations (Scopus)


Product line design is a key decision area that a product development team has to deal with in the early stages of product development. Previous studies of product line design have focused on single-objective optimization. However, several optimization objectives may be simultaneously pursued, and the solutions that can address the objectives are required in many practical scenarios. In this research, we propose a one-step multiobjective optimization approach for product line design. The proposed optimization model has three objectives: 1) maximizing the market share of a company's products; 2) minimizing the total product development cost of a product line; and 3) minimizing the total product development cycle time. A curve-fitting method is introduced into the part-worth utility models so that the optimization model can be applied to products with level-based attributes and attributes that have continuous values. A multiobjective genetic algorithm is adopted to solve the optimization model, obtaining a set of nondominated solutions. With the solutions, a new product development team can select a preferred solution interactively in a 2-D graph. An example of the optimal design of a product line of digital cameras is used to illustrate the proposed approach.
Original languageEnglish
Article number5484562
Pages (from-to)97-108
Number of pages12
JournalIEEE Transactions on Engineering Management
Issue number1
Publication statusPublished - 1 Feb 2011


  • Conjoint analysis (CA)
  • multiobjective genetic algorithm (MOGA)
  • product line design
  • utility

ASJC Scopus subject areas

  • Strategy and Management
  • Electrical and Electronic Engineering


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