A Bounded Rationality Model for Sustainable Supplier Selection for New Products: A Whole Product Life Cycle Perspective
针对新产品开发中不同产品生命周期阶段决策者的心理行为差异，提出一个整合前景理论和后悔理论的有界理性模型，用于更合理地选择可持续供应商，并以全球豪华车制造商座椅供应商选择案例验证模型有效性。
ABSTRACT When developing new products, companies must select the most appropriate sustainable suppliers at the early stages of product development to achieve long‐term sustainability and reduce the high risk of failure inherent in the new product development. Moreover, new products have different market characteristics at each stage of the PLC, which leads to different psychological behaviours among decision‐makers. However, existing research ignores these characteristics of different PLC stages and the bounded rationality of decision‐makers. To overcome above shortcomings, this paper first introduces a variable coefficient into step‐wise weight assessment ratio analysis (SWARA) to obtain criteria weights more reasonably. Then, prospect and regret theories are integrated to comprehensively consider the risk attitude, loss avoidance and regret avoidance psychology of decision‐makers and thereby rank potential suppliers. Finally, the effectiveness of the proposed model is illustrated using the case of seat supplier selection in a renowned global luxury vehicle manufacturer.