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Background and Objectives: Dose selection is a key feature of clinical development. Poor dose selection has been recognized as a major driver of development failure in late phase. It usually involves both efficacy and safety criteria. The objective of this paper is to develop and implement a novel fully Bayesian statistical framework to optimize the dose selection process by maximizing the expected utility in phase III. Methods: The success probability is characterized by means of a utility function with two components, one for efficacy and one for safety. Each component refers to a dose-response model. Moreover, a sequential design (with futility and efficacy rules at the interim analysis) is compared to a fixed design in order to allow one to hasten the decision to perform the late phase study. Operating characteristics of this approach are extensively assessed by simulations under a wide range of dose-response scenarios. Results and Conclusions: Simulation results illustrate the difficulty of simultaneously estimating two complex dose-response models with enough accuracy to properly rank doses using an utility function combining the two. The probability of making the good decision increases with the sample size. For some scenarios, the sequential design has good properties: with a quite large probability of study termination at interim analysis, it enables to reduce the sample size while maintaining the properties of the fixed design.