An integrated analytical framework based on fuzzy DEMATEL and fuzzy ANP for competitive market strategy selection Online publication date: Thu, 07-Feb-2019
by Mohamad H. Gholami; Mirmehdi Seyyed-Esfahani
International Journal of Industrial and Systems Engineering (IJISE), Vol. 31, No. 2, 2019
Abstract: Selection of an appropriate competitive market strategy is inevitable for firms to create value for customers and consequently to achieve competitive advantage over their competitors. However, selection of such strategy is not straightforward because it requires considering numerous factors including internal and external factors that affect the firm's performance and assessing the complex relationships between them. This study considers the selection of the best competitive market strategy as a multiple criteria decision making problem and proposes an integrated framework on the basis of the resource-based view (RBV) of the firm as internal factors (firm-level analysis) and Porter's competitive forces as external factors (industry-level analysis). The aim of the current study is to propose a systematic decision support framework integrating the RBV of the firm and Porter's industry analysis to select the best competitive market strategy that can enhance the competitive advantage of a firm.
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