Fuzzy Dematel Method to Evaluate the Dimensions of Marketing Resources: An Application in Smes

Altuntaş, Serkan; Yilmaz, Mustafa Kemal

doi:10.3846/16111699.2015.1068220

Cited by 25 publications

(12 citation statements)

References 36 publications

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“…Scientists and Researchers applied DEMATEL approach in the field of marketing and environment protection. In the case of marketing, Altuntas and Yilma (2016) used DEMATEL method to evaluate the dimensions of marketing resources. Gholamil et al (2015) developed risk management marketing strategy using DEMATEL techniques.…”

Section: Methodsmentioning

confidence: 99%

Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

Liao¹

2020

IJMS

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Due to the overuse of the environment and natural resources, our environment has suffered long-term damage and natural disasters have been exacerbated by climate change, resulting in a significant impact on people’s livelihood and security. People must consider saving the environment as everyone’s responsibility. Hence, Environmental consciousness should be promoted to inspire public participation. This study used the Decision Making Trial and Evaluation Laboratory (DEMATEL) method to identify the key success factors of social marketing in promoting environmental consciousness. The DEMATEL method has been proven highly effective in gathering the views of experts and thereby providing information of greater reliability in many areas. The results of this research suggest that “Take advantage of existing successful campaign”, “Using appropriate media channel to increase the participation”, and “Enhancing campaign success by appropriate research” are the main strategies for promoting environmental consciousness. The findings of this study may be used in future success factor evaluations where social marketing is compared with other measures aiming to increase the efficiency of the campaign.

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Section: Methodsmentioning

confidence: 99%

Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

Liao¹

2020

IJMS

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“…Each of the assessment criteria consisting of several sub-criterion indications is shown in Figure 2. These sub-criteria have been selected based on the experts' opinions and previous studies (Altuntas and Yilmaz, 2016;Hooley et al, 2005;Lin, Lee, and Wu, 2009).…”

Section: Comparison Of Fuzzy Multi-criteria Decision-making Methods Tmentioning

confidence: 99%

“…Then, linguistic terms can be converted into fuzzy numbers using Figure 1 and Table 2. Moderately more important (2,3,4) Judgment values between moderately and strongly (3,4,5) Strongly more important (4,5,6) Judgment values between strongly and very strongly (5, 6, 7)…”

Section: Operationmentioning

confidence: 99%

Comparison of Fuzzy Multi-Criteria Decision-Making Methods to Rank Business Strategies and Marketing Resources

Tohidi

Ghorbani

Karbasi

et al. 2020

AOL

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Given the growing competition in domestic and international agricultural product markets, choosing a business strategy compatible with requirements of marketing resources can guide agro-food firms to maintain and enhance competitive advantages. However, this is not as simple as it seems because the decision-making criteria expressed in a fuzzy manner and the relationship between them can be hierarchical or network-based. Therefore, the main goal of this study was to select the most suitable business strategy and to prioritize marketing resources for one of the major agro-food firms in Iran. To ensure the robustness of the results, both fuzzy analytic hierarchy process (AHP) and fuzzy analytic network process (ANP) were applied to prioritize business strategies and marketing resources. The results of both methods revealed that the differentiation strategy had the highest priority in terms of the experts' viewpoints. The results also showed that managerial and customer relationship capabilities were the most important criteria in selecting the differentiation strategy. According to the findings of the study, for the successful implementation of the differentiation strategy, company managers are recommended to take the following three main elements into huge consideration: financial conditions, paying attention to customer's needs and requirements, and the introduction of new products and services.

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“…With DEMATEL, factors can be listed according to their importance, and the level of influence between them can be determined. Recently, researchers have indicated suitability of combining with fuzzy theory-based approaches in order to eliminate the complexity of meaning created by the quantitative expression of the degree of interaction between factors (Liu et al, 2012;Baykaşoğlu et al, 2013;Organ, 2013;Altuntaş & Yılmaz, 2016;GökKısa & Perçin, 2017;Nilashi et al, 2019). Fuzzy theory is very useful for dealing with the ambiguity of human thought and language when making decisions.…”

Section: Methodsmentioning

confidence: 99%

Analysis of Factors Affecting Health Tourism Performance Using Fuzzy DEMATEL Method

Merdivenci

Karakaş

2020

Advances in Hospitality and Tourism Research (AHTR)

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In health tourism, an important sub-branch of the tourism sector, the increase in the number of organizations in the service industry in response to increasing demand has led institutions to transform in line with global standards to gain a competitive advantage. Today, due to the steady increase in its share in the sector, it is necessary to establish an assessment infrastructure to measure health tourism performance. This study suggests an infrastructure for determining the factors affecting health tourism. There is no widely accepted standard assessment methodology in determining criteria affecting tourism performance in the literature. However, with a standard assessment structure, it can be possible to rank the achievement of the organizations serving health tourism. Therefore, the Fuzzy DEMATEL method is used as a multi-criteria decisionmaking approach based on fuzzy logic to determine the factors affecting health tourism performance. This study contributes to the literature in terms of presenting the criteria for the assessment of the health tourism performance in a standard structure for researchers, and in which dimensions the organizations should consider their performance.

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Fuzzy Dematel Method to Evaluate the Dimensions of Marketing Resources: An Application in Smes

Cited by 25 publications

References 36 publications

Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

Comparison of Fuzzy Multi-Criteria Decision-Making Methods to Rank Business Strategies and Marketing Resources

Analysis of Factors Affecting Health Tourism Performance Using Fuzzy DEMATEL Method

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