Developing technology causes companies in a market to compete with each other in challenging ways. In addition to a holistic marketing concept which focuses on the needs of target markets and delivering superior value, marketing should be adapted with new technology to fulfill consumer needs. Although many strategies have been introduced for marketing, digital marketing or marketing 4.0 is a new generation of marketing that engages with the audience through digital tools. These days, online shopping is only too popular among consumers. Many factors which affect customer decision during online shopping have been explored. In this paper, the effect of promotion items in online shopping will be explained. The main aim of this paper is to apply a multi-criteria decision-making technique in prioritizing eleven promotion items by considering five online customer shopping criteria. The novelty of this paper is to apply PROMETHEE II (Preference Ranking Organization METHod for Enrichment of Evaluations) in analyzing the effect of promotion items based on online shopping criteria. PROMETHEE II completely prioritizes discrete alternatives. A case study is conducted in a home appliance company in Iran.
In this study, we tried to calculate Iran’s green growth index and compare it with four selected OECD countries in the continent of Asia, Turkey, Japan, Korea, and Israel in 2015 by applying the Green Index, and Technique for Order of Preference by Similarity to Ideal Solution. Our research provides a new methodology to rank different countries based on green growth indicators. Applying both methods, Iran ranked fourth among the selected countries. Iran, in comparison to Turkey, Japan, and Korea, is behind in developing sustainability and green economy indices.
During the last few decades, various strategic planning models have been suggested in the literature. It is difficult for a company to decide which of these models is most useful to adopt, as each of them shows different strengths and weaknesses. We consider this problem a multicriteria decision problem and investigate the evaluation of six strategic planning models in the context of smaller and medium-sized manufacturing companies in Iran. We consider a methodology that supports the analysis of the input from several decision-makers based on multiple criteria and assume vagueness in the input data elicited from them. For the purpose considered, the fuzzy best worst method (FBWM) appears appropriate. Based on a literature review, six evaluation criteria for strategic management models are considered: formality, clarity, measurability, objectivity, coverage, and consistency. These criteria are evaluated based on the input provided by thirteen managers using linguistic variables. FBWM is used to provide criteria weights that are used to determine fuzzy scores for the six considered strategic planning models. Finally, a defuzzification of the scores indicates the model by Wright is best suited for the application purpose. A consistency analysis included in FBWM shows that the input provided by the managers is sufficiently consistent.
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