Development of hybrid fuzzy multi‐criteria decision approach to evaluate key factors for marketing strategic alliance formation based on multiple theories

Covid Pandemic -19 has destroyed all sectors, including the economic sector, especially micro, small and medium enterprises (MSMEs). In the midst of economic uncertainty, digitalization plays a very important role for MSMEs players to survive and grow significantly. This research is intended to see the extent to which business actors design and run online and offline business processes (Hybrid Processes) to survive in the midst of a pandemic. The research approach uses a quantitative approach with an explanatory survey of 100 small business actors in Ciamis district, West Java province. The data analysis technique used is regression analysis with the help of SPSS data processing software. The results show that business actors who combine online and offline strategies (Hybrid Strategy) are proven to be able to survive and achieve significant business growth, besides that this strategy is able to create a new ecosystem that supports MSMEs growth and economic growth.

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“…Hybrid marketing nowadays is integrating two or more marketing or advertising approaches to produce a coherent concept. (Tang et al, 2022).…”

Section: Hybrid Processmentioning

confidence: 99%

Hybrid Process ; Defense Strategies For Micro, Small and Medium Enterprises In The Pandemic

Mulyatini

Herlina

Iskandar

2023

ijebss

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“…Cao et al (2021) enriched relevant studies on the impact of digital finance on enterprise innovation and provided a theoretical basis and policy reference for how the financial market can better serve the real economy. Tang et al (2022) put forward the concept of enterprise strategic alliance ecosphere in the era of "Internet +" and discussed the innovation paradigm of enterprise strategic alliance ecosphere.…”

Section: Digital Green Innovative Managementmentioning

confidence: 99%

Developing a Conceptual Partner Matching Framework for Digital Green Innovation of Agricultural High-End Equipment Manufacturing System Toward Agriculture 5.0: A Novel Niche Field Model Combined With Fuzzy VIKOR

Yin

Wang

2022

Front. Psychol.

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Digital green innovation (DGI) is the core factor that affects the digitalization and decarbonization strategy of agricultural high-end equipment manufacturing (AHEM) system. Although AHEM enterprises actively cooperate with academic research institutes to develop agricultural high-end equipment, there are many obstacles in the process of DGI. Moreover, the integration of digital technology and green innovation from the perspective of partner matching for the AHEM system has not been fully introduced in current literature. Hence, this study aimed to (i) establish a suitable framework system for the AHEM system in general, (ii) quantify the selection of DGI by academic research institutions based on niche theory, and (iii) propose an extended niche field model combined with fuzzy VIKOR model. First, a theoretical framework consisting of three core elements of technology superposition, mutual benefit, and mutual trust, and technological complementarity was constructed based on niche intensity and niche overlap degree. DGI ability superposition of technology, mutual trust, and technical complementarity are beneficial for transferring DGI knowledge from academic research institutes to the AHEM industry. Second, triangle fuzzy number and prospect theory combined with the VIKOR method were introduced into the field theory to construct the complementary field model of DGI resources. The niche field model has been successfully applied to practical cases to illustrate how the model can be implemented to solve the problem of DGI partner selection. Third, the results of a case study show that the criteria framework and the niche field model can be applied to real-world partner selection for AHEM enterprises. This study not only puts forward the standard framework of niche fitness evaluation based on niche theory but also establishes the niche domain model of innovation partner selection management based on niche theory. The standard framework and novel niche field model can help enterprises to carry out digital green innovation in the development of high-end agricultural equipment. The study has the following theoretical and practical implications: (i) constructing a criteria framework based on niche theory; (ii) developing a novel niche field model for DGI partner selection of AHEM enterprises; and (iii) assisting AHEM enterprises to perform DGI practice.

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Integrating blockchain and strategic alliance in renewable energy supply chain toward sustainability: A comparative decision framework under uncertainty

Hosseini Dehshiri,

Amiri,

Mostafaeipour

et al. 2024

Energy

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Development of hybrid fuzzy multi‐criteria decision approach to evaluate key factors for marketing strategic alliance formation based on multiple theories

Cited by 6 publications

References 78 publications

Hybrid Process ; Defense Strategies For Micro, Small and Medium Enterprises In The Pandemic

Hybrid Process ; Defense Strategies For Micro, Small and Medium Enterprises In The Pandemic

Developing a Conceptual Partner Matching Framework for Digital Green Innovation of Agricultural High-End Equipment Manufacturing System Toward Agriculture 5.0: A Novel Niche Field Model Combined With Fuzzy VIKOR

Integrating blockchain and strategic alliance in renewable energy supply chain toward sustainability: A comparative decision framework under uncertainty

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