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    Please use this identifier to cite or link to this item: http://ir.cnu.edu.tw/handle/310902800/25249


    標題: Fuzzy Group Decision Making in pursuit of A Competitive Marketing Strategy
    作者: Chin-Tsai Lin
    Chuan Lee
    Cheng-Shiung Wu
    貢獻者: 餐旅管理系
    關鍵字: Marketing strategy
    marketing resources and capabilities
    resources-based view (RBV)
    fuzzy analytic hierarchy process (AHP)
    multiple criteria decision making (MCDM)
    日期: 2010-04
    上傳時間: 2012-05-23 15:46:46 (UTC+8)
    摘要: To determine marketing strategy may well be the most critical function of management. The pursuit of competitive advantage always requires much deliberate thought and discussion. The current study attempts to develop a marketing strategy evaluation framework based on the resource-based view (RBV) of the firm to competitive advantage. It tries to identify the most important marketing-specific resources and capabilities using a multiple criteria decision making (MCDM) method. This study employs the fuzzy analytic hierarchy process (AHP) method as an analytical tool to determine a unique competitive marketing strategy for a small tourism venture such as a privately owned hotel. The findings indicate that the differentiation strategy is the best competitive marketing strategy for allocating specific and limited resources and capabilities toward sustainable competitive advantage.
    關聯: International Journal of Information Technology and Decision Making 9(2):p.281-300
    Appears in Collections:[餐旅管理系] 期刊論文

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