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An integrated framework for competitive market strategy selection by using fuzzy AHP

机译：基于模糊层次分析法的竞争性市场战略选择集成框架

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Firms realize that the selection of an appropriate competitive market strategy is essential to create value for customers and consequently to gain competitive advantage over their competitors. The review of relevant literature reveals that the competitive market strategy should be adopted with regard to both internal and external factors that impact on the firm’s performance. Hence, according to the large number of factors and the complexity of decision making process, this study considers the selection of the best competitive market strategy as a multiple criteria decision making (MCDM) problem and proposes an integrated framework on the basis of the resource-based view (RBV) of the firm (firm-level analysis) and Porter’s competitive forces (industry-level analysis). The proposed framework utilizes the fuzzy analytic hierarchy process (fuzzy AHP) in both firm-level and industry-level analyses. Also, the discussion on how to reconcile the two analyses is provided. Furthermore, to demonstrate the application of the developed framework, an empirical example from insurance industry is presented. The major advantage of applying this framework is that managers will systematically select the best competitive market strategy that not only fits with their firm’s marketing resources, but also impedes the industry’s competitive forces.
机译：公司意识到，选择合适的竞争市场策略对于为客户创造价值并因此获得超越竞争对手的竞争优势至关重要。有关文献的回顾表明，应从影响公司绩效的内部和外部因素两个方面采用竞争性市场战略。因此，根据众多因素和决策过程的复杂性，本研究将最佳竞争市场策略的选择视为多准则决策（MCDM）问题，并在资源基础上提出了一个集成框架。基于公司的观点（RBV）（公司层面的分析）和波特的竞争力（行业层面的分析）。所提出的框架在公司级和行业级分析中都利用了模糊层次分析法（模糊层次分析法）。此外，还提供了有关如何协调这两种分析的讨论。此外，为演示所开发框架的应用，还提供了一个来自保险业的经验示例。应用此框架的主要优势在于，管理人员将系统地选择最佳竞争市场策略，该策略不仅适合公司的营销资源，而且会阻碍行业的竞争力。

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