Agent simulation-based ordinal optimisation for new product design

Hoyeop Lee, Jongsu Lim, Keeheon Lee, Chang Ouk Kim

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)


A decision tool that can accurately predict the market diffusion of a new product can be helpful in the establishment of product design. This study simulates product diffusion through multi-agent simulation (MAS) and determines product specifications that can maximise future sales by adapting ordinal optimisation. MAS constructs a virtual market of agents (consumers) and predicts the sales volume by simulating the product selection process of individual agents. By interacting with the MAS, the ordinal optimisation rapidly determines the product specifications of maximum sales with few computations. An empirical experiment conducted on the Korean smartphone market yielded interesting results, i.e., it is desirable for companies with high brand values not to offer low-performance products but to make additional efforts to increase satisfaction with hardware specifications, while a high-end policy of product quality and a low-price sales strategy may be more beneficial for increasing sales volumes for companies with low brand values.

Original languageEnglish
Pages (from-to)502-515
Number of pages14
JournalJournal of the Operational Research Society
Issue number3
Publication statusPublished - 2019 Mar 4

Bibliographical note

Funding Information:
This research was supported by the Basic Science Research Programme through the National Research Foundation of Korea (NRF) funded by the Ministry of Education [grant number 2013R1A1A2A10013104] and Ministry of Science, ICT & Future Planning [grant number 2012R1A1A2046061].

Publisher Copyright:
© 2018, © Operational Research Society 2018.

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Strategy and Management
  • Management Science and Operations Research
  • Marketing


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