A Combined VIKOR – Fuzzy AHP Approach to Marketing Strategy Selection

Mohaghar, Ali; Fathi, Mohammad Rezā; Zarchi, Mohammad Karimi; Omidian, Asie

doi:10.5296/bms.v3i1.957

Cited by 29 publications

(22 citation statements)

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“…If condition C1 was not satisfied, A 1 and A 2 would be selected as the best solution Tzeng 2004, 2007;Mohaghar et al 2012;Pourjavad and Shirouyehzad 2011).…”

Section: Vikor Modelmentioning

confidence: 99%

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Comparison of Different Multi Criteria Decision-Making Models in Prioritizing Flood Management Alternatives

Chitsaz

Banihabib

2015

Water Resour Manage

134

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Recent increases in life loss, destruction and property damages caused by flood at global scale, have inevitably highlighted the pivotal considerations of sustainable development through flood risk management. Throughout the paper, a practical framework to prioritize the flood risk management alternatives for Gorganrood River in Iran was applied. Comparison between multi criteria decision making (MCDM) models with different computational mechanisms provided an opportunity to obtain the most conclusive model. Non-parametric stochastic tests, aggregation models and sensitivity analysis were employed to investigate the most suitable ranking model for the case study. The outcomes of these mentioned tools illustrated that ELimination and Et Choice Translating Reality (ELECTRE III), a non-compensatory model, stood superior to the others. Moreover, Eigen-vector's performance for assigning weights to the criteria was proved by the application of Kendall Tau Correlation Coefficient Test. From the technical point of view, the highest priority among the criteria belonged to a social criteria named Expected Average Number of Casualties per year. Furthermore, an alternative with pre and post disaster effectiveness was determined as the top-rank measure. This alternative constituted flood insurance plus flood warning system. The present research illustrated that ELECTRE III could deal with the complexity of flood management criteria. Hence, this MCDM model would be an effective tool for dealing with complex prioritization issues. Abbreviations MCDMMulti criteria decision making VIKOR VlseKriterijumska optimizacija I Kompromisno Resenje TOPSIS Technique for order preference by similarity to ideal solution ELECTRE I and ELECTRE III Elimination et choice translating reality Water Resour Manage

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“…If condition C1 was not satisfied, A 1 and A 2 would be selected as the best solution Tzeng 2004, 2007;Mohaghar et al 2012;Pourjavad and Shirouyehzad 2011).…”

Section: Vikor Modelmentioning

confidence: 99%

“…In this model, pair-wise comparison matrix of criteria and alternatives in each criterion are needed (Mohaghar et al 2012;Frei and Harker 1999;Ramanathan and Ganesh 1995;Saaty 1977). The process consisted of the following steps:…”

Section: Ahpmentioning

confidence: 99%

Comparison of Different Multi Criteria Decision-Making Models in Prioritizing Flood Management Alternatives

Chitsaz

Banihabib

2015

Water Resour Manage

134

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“…This is because, Lin, Wu (2008) Hooley et al (2005). Additionally, Mohaghar et al (2012) by using VICOR and Fuzzy AHP also conducted their study based on marketing resources in light of the study by Hooley et al (2005), that they except added the "capabilities in product distribution" criteria. Thus, the dimensions considered in this study have been used extensively in the marketing literature recently.…”

Section: Analysis and Resultsmentioning

confidence: 99%

“…Details of these criteria can be found in Hooley et al (2005), Lin, Wu (2008), Wu et al (2010aWu et al ( , 2010b, Lin et al (2010), and Mohaghar et al (2012).…”

Section: Services (C2) For Market Innovation Capabilities (C) Levelsmentioning

confidence: 99%

Fuzzy Dematel Method to Evaluate the Dimensions of Marketing Resources: An Application in Smes

Altuntaş

Yilmaz

2016

Journal of Business Economics and Management

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Identifying the cause and effect factors of marketing resources and prioritizing them with respect to their level of importance can build superior market performance for companies. Although there have been some studies in the literature which have used marketing resource dimensions to conduct their research, these studies have not considered the relationships between marketing resource dimensions. Therefore, the aim of this study is to identify the cause and effect factors of marketing resources and to prioritize them in terms of their importance using the fuzzy Decision-Making Trial and Evaluation Laboratory method. The findings of this study suggest that the dimension managerial capabilities, composed of financial management, effective human resource management and good operations management expertise, exerts a greater influence on marketing strategy than other criteria. In addition, the criterion credibility with customers through being well established in the market is the most important aspect of marketing resources.

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“…Opricovic developed the method called as The VIKOR (Vlsekriterijumska Optimizacija I Kompromisno Resenje) in 90's for the complex systems and compromise solution defining the closest one to the ideal solution and provides an agreement reached by mutual concessions (Yücenur and Demirel, 2012;Ju and Wang, 2013;Fu et al 2010;Shaverdi et al 2011;Wu et al 2009;Ramezaniyan et al 2012;Mohaghar et al, 2012). The method is employed for selecting a set of alternatives, and defining compromise solutions for the decision making problem with conflicting criteria to reach a final decision (Opricovic, 2011;Opricovic and Tzeng, 2007).…”

Section: Analyses: Fuzzy Vikormentioning

confidence: 99%

Evaluation Of Brand Equity Using Balanced Scorecard: Evidence From Privatized Turkish Firms

Dınçer¹

2017

The European Proceedings of Social and Behavioural Sciences

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Recent studies generally approach brand equity from a consumer oriented paradigm. Based on previous researches, the aim of this paper is to evaluate brand equity by a multidimensional perspective based on balanced scorecard approach. Besides consumer based aspect; financial, organizational, competition dimensions of brand equity are evaluated within a sample of privatized firms listed in Borsa Istanbul. For measuring brand equity, the study offers an original methodology of a hybrid multi-criteria decision making model designed for fuzzy environment. Thereby, the brand equity performances of the selected privatized firms are analyzed by using Fuzzy DEMATEL and Fuzzy VIKOR methods. The results of the analyses present that consumer based dimension is the most influential determinant of brand equity performance. Likewise, financial based dimension is found out to have effects on other brand equity dimensions. Finally, the study findings prove that firms privatized with a high-public-offeringshare have the best brand equity performance compared to others.

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A Combined VIKOR – Fuzzy AHP Approach to Marketing Strategy Selection

Cited by 29 publications

References 0 publications

Comparison of Different Multi Criteria Decision-Making Models in Prioritizing Flood Management Alternatives

Comparison of Different Multi Criteria Decision-Making Models in Prioritizing Flood Management Alternatives

Fuzzy Dematel Method to Evaluate the Dimensions of Marketing Resources: An Application in Smes

Evaluation Of Brand Equity Using Balanced Scorecard: Evidence From Privatized Turkish Firms

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