FUZZY GROUP DECISION MAKING IN PURSUIT OF A COMPETITIVE MARKETING STRATEGY

Chin-Tsai Lin (), Chuan Lee () and Cheng-Shiung Wu ()
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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.

International Journal of Information Technology & Decision Making (IJITDM), 2010, vol. 09, issue 02, 281-300

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.

Keywords: Marketing strategy; marketing resources and capabilities; resources-based view (RBV); fuzzy analytic hierarchy process (AHP); multiple criteria decision making (MCDM) (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (7)

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DOI: 10.1142/S0219622010003828

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