A Combined VIKOR – Fuzzy AHP Approach to Marketing Strategy Selection

descriptionPublicationkeyboard_double_arrow_right Article 31 Dec 1969Publisher:Macrothink Institute, Inc.Journal:Business Management and Strategy, volume 3 (eissn: 2157-6068,

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Authors: Ali Mohaghar; Mohammad Reza Fathi; Mohammad Karimi Zarchi; Asie Omidian;

doi: 10.5296/bms.v3i1.957

A Combined VIKOR – Fuzzy AHP Approach to Marketing Strategy Selection

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Abstract

This paper presents an integrated fuzzy approach for selecting a marketing strategy. In the integrated approach, fuzzy concepts are used for decision-makers’ subjective judgments to reflect the vague nature of the selection process. Fuzzy AHP and VIKOR are included in the integrated approach. Fuzzy AHP is used to determine the fuzzy weights of criteria and sub-criteria because it can effectively determine various criteria’s weights in a hierarchical structure. VIKOR aims to rank strategies with respect to the sub-criteria. We apply the integrated approach in real case to demonstrate the application of the proposed method.

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