Fuzzy cognitive network process: Comparisons with fuzzy analytic hierarchy process in new product development strategy

Fuzzy analytic hierarchy process (F-AHP) has increasingly been applied in many areas. However, as the perception and cognition toward the semantic representation for the linguistic rating scale used by the fuzzy pairwise comparison in F-AHP are still open to discuss, F-AHP very likely produces misapplications. This research proposes the fuzzy cognitive network process (F-CNP) as an ideal alternative to F-AHP. A new product development application using F-AHP is revised using F-CNP. This study shows that the proposed F-CNP yields better results due to the appropriate mathematical definition of the fuzzy paired interval scale for the human perception of paired difference.