System on chip design service e-business value maximization through a novel MCDM framework

Chi-Yo Huang, Gwo Hshiung Tzeng, Wen Rong Jerry Ho

Research output: Contribution to journalArticle

22 Citations (Scopus)

Abstract

As the IC (integrated circuit) industry migrates to the System-on-Chip (SOC) era, the SOC design service industry is emerging. Meanwhile, in the past decade, the emergence of Internet has changed the high technology marketing approaches while e-commerce has already become one of the most efficient marketing channels. Thus, most leading SOC design service firms tried to leverage novel e-commerce business models to provide better services including online silicon intellectual property (SIP) sourcing, transactions, integration, etc. to assist customers in enhancing their innovation competences to shorten their time to market and thus, time to money. However, defining appropriate e-business models for commercializing new SIPs or SOC design services is not easy for both aspects of technology as well as business development. On one hand, from the aspect of technology, the technical site R&D or production managers are familiar with SOC technologies while do not really understand the needs of customers' over the Internet. On the other hand, from the aspect of business development, the sales or marketing managers may be familiar with online customers' needs, wants as well as demands while are unfamiliar to SOC technology developments. To overcome the above mentioned problems, an appropriate e-business model definition framework can overcome this cognitive gap and maximize the value-added of online SOC design services. In this paper, a novel analytic framework based on the concept of design service customers' competence set expansions by leveraging high technology service firms' capabilities and resources as well as novel multiple criteria decision making (MCDM) techniques, will be proposed. The framework being proposed can be leveraged by the design service firms to define an appropriate e-business model for possible SIP or design service businesses. Based on the proposed MCDM framework, an empirical study of an SIP commercialization e-business model definition inside an SIP Mall, an SIP e-commerce mechanism being operated by a SOC design service firm, will be provided for verifying the effectiveness of this novel analytic framework. The feasibility of the proposed framework in the real world can be verified by the empirical study. In the future, the novel MCDM framework can be applied to novel e-business model definitions in the SOC design service or other high technology industries.

Original languageEnglish
Pages (from-to)7947-7962
Number of pages16
JournalExpert Systems with Applications
Volume38
Issue number7
DOIs
Publication statusPublished - 2011 Jul 1

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Decision making
Intellectual property
Industry
Silicon
Marketing
System-on-chip
Managers
Internet
Shopping centers
Online systems
Integrated circuits
Sales
Innovation

Keywords

  • Analytic Network Process (ANP)
  • Design service
  • Innovation
  • Integrated circuit (IC)
  • Semiconductor
  • Silicon intellectual property (SIP)
  • e-Business model
  • e-Commerce

ASJC Scopus subject areas

  • Engineering(all)
  • Computer Science Applications
  • Artificial Intelligence

Cite this

System on chip design service e-business value maximization through a novel MCDM framework. / Huang, Chi-Yo; Tzeng, Gwo Hshiung; Ho, Wen Rong Jerry.

In: Expert Systems with Applications, Vol. 38, No. 7, 01.07.2011, p. 7947-7962.

Research output: Contribution to journalArticle

Huang, Chi-Yo ; Tzeng, Gwo Hshiung ; Ho, Wen Rong Jerry. / System on chip design service e-business value maximization through a novel MCDM framework. In: Expert Systems with Applications. 2011 ; Vol. 38, No. 7. pp. 7947-7962.
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