Title : ( Comparison of Fuzzy Multi-Criteria Decision-Making Methods to Rank Business Strategies and Marketing Resources )
Authors: amirhossein tohidi , Mohammad Ghorbani , Ali Reza Karbasi , Ahmadreza Asgharpourmasouleh , Behrouz Hassani-Mahmooei ,Abstract
a business strategy compatible with requirements of marketing resources can guide agro-food firms to maintain and enhance competitive advantages. However, this is not as simple as it seems because the decision-making criteria expressed in a fuzzy manner and the relationship between them can be hierarchical or network-based. Therefore, the main goal of this study was to select the most suitable business strategy and to prioritize marketing resources for one of the major agro-food firms in Iran. To ensure the robustness of the results, both fuzzy analytic hierarchy process (AHP) and fuzzy analytic network process (ANP) were applied to prioritize business strategies and marketing resources. The results of both methods revealed that the differentiation strategy had the highest priority in terms of the experts viewpoints. The results also showed that managerial and customer relationship capabilities were the most important criteria in selecting the differentiation strategy. According to the findings of the study, for the successful implementation of the differentiation strategy, company managers are recommended to take the following three main elements into huge consideration: financial conditions, paying attention to customer’s needs and requirements, and the introduction of new products and services.
Keywords
, Agro-food, strategic management, problem-solving.@article{paperid:1079551,
author = {Tohidi, Amirhossein and Ghorbani, Mohammad and Karbasi, Ali Reza and Asgharpourmasouleh, Ahmadreza and بهروز حسنی ممویی},
title = {Comparison of Fuzzy Multi-Criteria Decision-Making Methods to Rank Business Strategies and Marketing Resources},
journal = {Agris On-line Papers in Economics and Informatics},
year = {2020},
volume = {12},
number = {3},
month = {September},
issn = {1804-1930},
pages = {101--114},
numpages = {13},
keywords = {Agro-food; strategic management; problem-solving.},
}
%0 Journal Article
%T Comparison of Fuzzy Multi-Criteria Decision-Making Methods to Rank Business Strategies and Marketing Resources
%A Tohidi, Amirhossein
%A Ghorbani, Mohammad
%A Karbasi, Ali Reza
%A Asgharpourmasouleh, Ahmadreza
%A بهروز حسنی ممویی
%J Agris On-line Papers in Economics and Informatics
%@ 1804-1930
%D 2020