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Fuzzy Group Decision Making In Pursuit Of A Competitive Marketing Strategy

Author

Listed:
  • CHIN-TSAI LIN

    (Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, R.O.C.)

  • CHUAN LEE

    (Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, R.O.C.)

  • CHENG-SHIUNG WU

    (Department of Hotel and Restaurant Management, Chia-Nan University of Pharmacy and Science, 60, Section 1, Erh-Jen Road, Pao-An, Jen-Te Hsiang, Tainan 717, Taiwan, R.O.C.)

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.

Suggested Citation

  • Chin-Tsai Lin & Chuan Lee & Cheng-Shiung Wu, 2010. "Fuzzy Group Decision Making In Pursuit Of A Competitive Marketing Strategy," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 9(02), pages 281-300.
    • Handle: RePEc:wsi:ijitdm:v:09:y:2010:i:02:n:s0219622010003828
    DOI: 10.1142/S0219622010003828
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    References listed on IDEAS

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    1. Hammer, Michael & Champy, James, 1993. "Reengineering the corporation: A manifesto for business revolution," Business Horizons, Elsevier, vol. 36(5), pages 90-91.
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    Cited by:

    1. Philippe Baecke & Dirk Van Den Poel, 2010. "Improving Purchasing Behavior Predictions By Data Augmentation With Situational Variables," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 9(06), pages 853-872.
    2. Albérico Travassos Rosário & Joana Carmo Dias & Hélder Ferreira, 2023. "Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy," Businesses, MDPI, vol. 3(3), pages 1-22, July.
    3. Fu-Ling Cai & Xiuwu Liao & Kan-Liang Wang, 2012. "An interactive sorting approach based on the assignment examples of multiple decision makers with different priorities," Annals of Operations Research, Springer, vol. 197(1), pages 87-108, August.
    4. Paulo Cesar Schotten & Danielle Costa Morais, 2019. "A group decision model for credit granting in the financial market," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 5(1), pages 1-19, December.
    5. Mehdi KESHAVARZ GHORABAEE & Edmundas Kazimieras ZAVADSKAS & Maghsoud AMIRI & Jurgita ANTUCHEVICIENE, 2016. "A New Method Of Assessment Based On Fuzzy Ranking And Aggregated Weights (Afraw) For Mcdm Problems Under Type-2 Fuzzy Environment," ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, Faculty of Economic Cybernetics, Statistics and Informatics, vol. 50(1), pages 39-68.
    6. Jing Yan & Xinping Guan & Xiaoyuan Luo & Cailian Chen, 2017. "Formation Control and Obstacle Avoidance for Multi-Agent Systems Based on Virtual Leader-Follower Strategy," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(03), pages 865-880, May.
    7. E. Martinez-De-Pison & J. Fernandez-Ceniceros & A. V. Pernia-Espinoza & F. J. Martinez-De-Pison & Andres Sanz-Garcia, 2016. "Hotel Reservation Forecasting Using Flexible Soft Computing Techniques: A Case of Study in a Spanish Hotel," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 15(05), pages 1211-1234, September.

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