Fuzzy Group Decision Making in pursuit of A Competitive Marketing Strategy

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Title:	Fuzzy Group Decision Making in pursuit of A Competitive Marketing Strategy
Authors:	Chin-Tsai Lin Chuan Lee Cheng-Shiung Wu
Contributors:	餐旅管理系
Keywords:	Marketing strategy marketing resources and capabilities resources-based view (RBV) fuzzy analytic hierarchy process (AHP) multiple criteria decision making (MCDM)
Date:	2010-04
Issue Date:	2012-05-23 15:46:46 (UTC+8)
Abstract:	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.
Relation:	International Journal of Information Technology and Decision Making 9(2)：p.281-300
Appears in Collections:	[Dept. of Hotel and Restaurant Management] Periodical Articles

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