Fuzzy Group Decision Making in pursuit of A Competitive Marketing Strategy

Chia Nan University of Pharmacy & Science Institutional Repository > 智慧生活學院 > 餐旅管理系 > 期刊論文 > Item 310902800/25249

Please use this identifier to cite or link to this item: https://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

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	3422	View/Open