Marketing goals vs. business profitability: An interactive multiple criteria decision-making approach

Julio Berbel, Julio Gallego and Horacio Sagues
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Julio Berbel: Department of Agricultural Economics, Management, and Statistics, University of Cordoba, Postal: Department of Agricultural Economics, Management, and Statistics, University of Cordoba
Julio Gallego: Department of the company QUASH,SA, Almeria, Spain, Postal: Department of the company QUASH,SA, Almeria, Spain
Horacio Sagues: Department of the company QUASH,SA, Almeria, Spain, Postal: Department of the company QUASH,SA, Almeria, Spain

Agribusiness, 1991, vol. 7, issue 6, 537-549

Abstract: This article analyses an application of multiple criteria decision making (MCDM) techniques to real agricultural planning. The case study is a large firm dedicated to the production of off-season vegetables in Southern Spain. The decision problem is their crop planning for 1990|1991 and the support system for the decision-making process, an interactive MCDM technique in which a plan, was selected by searching for a compromise between business profitability and the achievement of certain marketing goals.

Date: 1991
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:7:y:1991:i:6:p:537-549

DOI: 10.1002/1520-6297(199111)7:6<537::AID-AGR2720070604>3.0.CO;2-D

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