A Combined VIKOR – Fuzzy AHP Approach to Marketing Strategy Selection

Abstract

This paper presents an integrated fuzzy approach for selecting a marketing strategy. In the integrated approach, fuzzy concepts are used for decision-makers’ subjective judgments to reflect the vague nature of the selection process. Fuzzy AHP and VIKOR are included in the integrated approach. Fuzzy AHP is used to determine the fuzzy weights of criteria and sub-criteria because it can effectively determine various criteria’s weights in a hierarchical structure. VIKOR aims to rank strategies with respect to the sub-criteria. We apply the integrated approach in real case to demonstrate the application of the proposed method.