Abstract
Decision making during the initial design stages result particularly crucial because of the relevance of the Fuzzy Front End in light of achieving successful product development projects. The situation is even complicated by great uncertainty and lack of information. According to the above criticalities, the paper proposes a quantitative approach to support the preliminary selection of design alternatives. It evaluates the expected success probability of sustainable and feasible incrementally and radically innovative products by considering their basic drivers to engender customer value.